THE ROYAL MINT CELEBRATES TEAM GB AND PARALYMPICSGB 2024

A DUAL LEGACY: Whilst The Royal Mint have produced coins honouring Team GB since 2012, this 2024 coin marks the first time both Team GB and ParalympicsGB have been celebrated on the same coin.

Challenge

To raise awareness and increase coin sales of The Royal Mint’s new 50p coin celebrating the 2024 Paris Olympics.

Solution

Golley Slater partnered with AdMaxim to run dynamic ads utilising rich media and digital display formats which presented in real time the total medal tally from Team GB.

The dynamic rich media ad format was a swipeable card that generated high engagement levels, contextual placement and ad relevancy.

We specifically utilised AdMaxim’s PinPoint Location technology to harvest device ID data and retarget ads to UK coin collectors, affluent sports clubs such as David Lloyds Clubs, top sporting arenas and venues in major cities across the UK, and most importantly people who have attended or were near the Olympics opening ceremony in Paris.

Results

The campaign overdelivered against our impression forecasts, having delivered 926,822 impressions.

We secured a high CTR of 0.31%, through a combination of automatic and manual optimisations, that improved week on week CTR throughout the campaign duration.

To highlight, the Swipe to Reveal ads which went live on 29th July saw impressive performance with an engagement rate of 5.47%.