CLIENT:
Royal Australian Mint
Lightning Striking the Coin
PR on ‘Sunrise’
The 45th anniversary AC/DC Coin. It’s been… Thunderstruck!
Issue
On a $25K budget, Royal Australian Mint wanted to launch a rare range of AC/DC coins, commemorating 45 years of the rock icon.
Idea
So we spent our small budget on something AC/DC fans would know and love… lightning. We gathered the media to witness a Tesla coil striking 10 lucky coins with 3.5 million volts – then assigned them to 10 special packs, and let the PR story take over.
Impact
With no help from the band, and zero media or PR spend, 40K coins sold out in 48 hours – smashing all records.
But most of all, we helped forge another rock legend.
– $0 media or PR spend
– 40K coins sold out in 48 hours
– $12M earned media
– 6M organic reach (25% of Australia)
– 300K web visits
– $1.35M revenue
AWARDS (1):
AWARD – Bronze (2019)