We managed to retell over a dozen different stories from Canadian history in all of our spots.

To encourage people to get to know our product better, we developed a mobile app so they could interact and play with the coins.

For the launch of the Grey Cup commemorative coin, we made a general callout to the public inviting them to play the biggest game of 'heads or tails' in Canada, and we called it the 'Great Canadian Coin Toss.' A promotional campaign on Facebook activated the contest, where participants could win a VIP trip to see the 100th Grey Cup game.

Overall, the campaign was very successful in terms of engaging Canadians. To date, it’s difficult to know exactly how many coins have been 'withdrawn' from circulation (it will take about a year). However, certain factors clearly indicate that we have met our objectives.

- More than 320,000 coins were traded in at our exchange booths

- Brand awareness increased by 15%, surpassing the standard Ipsos rate by 8%

- There was a penetration rate of 23% during our activities in the stadiums for the Grey Cup coin

- We increased the number of our fans on Facebook by 400%

- In terms of the number of downloads for our mobile app, we exceeded our objective by 12%