Royal Canadian Mint tries grabertising
Who knew the stately Royal Canadian Mint would ever get jiggy enough to try a spot of grabertising? That's what it's doing in a new campaign to coax Canucks into getting their pennies, nickels, dimes, quarters, loonies and toonies out of wherever they're stashed and back into circulation.
Wielding the tagline 'Change is good,' the Mint has teamed with Coinstar, Inc. - supplier of those big, green machines that count coins at roughly the speed of light and spit out redeemable vouchers - for a seven-week promotion in the Toronto area. This includes a radio ad buy, in-store promotions, a media relations program and Web marketing (via mint.ca) in both English and French.
Thirty-second radio spots will run for four weeks, approximately 5,000 bag stuffers will be available at 135 GTA Dominion, A&P, Ultra Food & Drug and Barn Market stores. As well, 50 Grabertising-branded shopping carts will be in use at 89 of the stores.
'Grabertising is an inexpensive way to target to consumers while they are just a few feet from (our) machines,' says Pam Aung Thin, Coinstar's VP communications. 'It's an innovative way to communicate with your customer, when and where it counts, for an average of 28 minutes.'
Who knew the stately Royal Canadian Mint would ever get jiggy enough to try a spot of grabertising? That’s what it’s doing in a new campaign to coax Canucks into getting their pennies, nickels, dimes, quarters, loonies and toonies out of wherever they’re stashed and back into circulation.
Wielding the tagline ‘Change is good,’ the Mint has teamed with Coinstar, Inc. – supplier of those big, green machines that count coins at roughly the speed of light and spit out redeemable vouchers – for a seven-week promotion in the Toronto area. This includes a radio ad buy, in-store promotions, a media relations program and Web marketing (via mint.ca) in both English and French.
Thirty-second radio spots will run for four weeks, approximately 5,000 bag stuffers will be available at 135 GTA Dominion, A&P, Ultra Food & Drug and Barn Market stores. As well, 50 Grabertising-branded shopping carts will be in use at 89 of the stores.
‘Grabertising is an inexpensive way to target to consumers while they are just a few feet from (our) machines,’ says Pam Aung Thin, Coinstar’s VP communications. ‘It’s an innovative way to communicate with your customer, when and where it counts, for an average of 28 minutes.’
