In a new campaign for The Perth Mint, entitled ‘Why Gold?’, The Brand Agency has sought to educate Australians about the viability and accessibility of gold investment for wealth creation.
Key to the campaign development was the agency determining why only certain segments of Australian investors currently invest in gold, despite evidence of its consistent and steady performance which is most notably heightened during times of crisis and economic uncertainty.
Research conducted by The Brand Agency revealed that there were a number of perceived barriers to investing in gold, including the misconception that you need a substantial investment upfront and this was deterring younger audiences.
Elle Pound, Head of Insights at The Brand Agency said, “Our research revealed that gold was often viewed as an asset that one invested in later in life, once they were more proficient in investing and understood its hedging benefits. However, when positioned as an asset essential to wealth creation at any stage of life, we were able to begin a dialogue with new audiences”.
The campaign launched amidst the current global economic climate, a critical time for The Perth Mint to be in market. Engaging Australians nationally through digital, social, podcasts and press, the campaign will run from April to December 2020.
Since the launch of the initial awareness phase last month, it has generated a high number of enquiries, far surpassing target.
Liz Lefort, Group Manager, Marketing and Communications at The Perth Mint said, “We’ve been a leader in the precious metals business for 120 years, providing investment and storage solutions to tens of thousands of investors, so we’ve seen the markets cycle through highs and lows many times. Historically gold does perform strongly when markets are in decline, which is why we want to make gold readily available to all Australians as it is a trusted investment and key part of a balanced portfolio”.
Client: The Perth Mint
Manager, Brand & Marketing: Emily Dawe
Group Manager, Marketing and Communications: Elizabeth Lefort
Agency: The Brand Agency, Perth
Creative Director: Dean Hunt
Head of Art: Nathan Teoh
Designers: Luke Lucas, George Cooke
Technical Lead: Carmelo Rigoli
Finished Artists: Julian Farnan, Nicola Commons
Senior Account Director: Nikki Price
Senior Account Manager: Gabby Birtles
Head of Insights: Elle Pound
Strategy Director: Hannah Muirhead
Senior Strategist: Emily Colman
Media: Mel Harrison