Case Study for Agency
03-1014848-826

U.S. Mint

Product: Golden Dollar

Media: National TV, Radio, Transit, Magazine, Internet

Target Audience: Adults 18-49, skewed to young adults 18-24

After the unsuccessful launch of the Susan B. Anthony dollar coin in
the late 1970’s the U.S. Mint was charged, by Congress, to issue and
circulate in 2000 its replacement – the "golden dollar."

With a smart, progressive, and successful businessperson as Director,
the U.S. Mint decided to market the coin as a consumer product launch
and hired a world-class PR firm and a strategically-directed,
creative-driven advertising agency.

Critical to success was identifying the core target audience – because
while everybody in the country over 6 years old is technically a coin
user, the campaign could only be successful if heavy coin users bought
into it. And these people are (1) young and/or (2) city-dwellers.

We conducted focus group research throughout the country to pinpoint
creative and emotional ideas that moved the hearts of young and urban
Americans. What emerged later was an offbeat, slightly irreverent
advertising campaign that defied every staid "government" stereotype.

Starring a very hip George Washington as spokesperson, the advertising
appeals to almost every age group – but strikes an attitudinal chord
with young adults. Today’s George, already steeped in an active,
diversified lifestyle, tells Americans that he not only doesn’t mind
seeing another person’s face on the new coin – he enjoys using it.

The advertising has already helped increased awareness of the Golden
Dollar to the tune of one billion coins minted or in production – about
ten times the projection for year one. Awareness studies as of Spring
2000 have measured an 85% positive awareness – an incredibly high
figure for a campaign that’s only run one month. The ad campaign itself
has been featured on ABC News Tonight, The Today Show, NBC’s Later
Today, and in The New York Times, USA Today, and other media giants.