Thunderstruck

On a $25K budget, Royal Australian Mint wanted to launch a rare range of AC/DC coins, commemorating 45 years of the rock icon.

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. See PR on Sunrise, Lightning striking the coin

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