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Financial Review: 60 Pieces of Gold

How we increased user retention by 13% during a period of decline for the industry

OBJECTIVE

In 2011 The Financial Review turned 60 and had already accumulated a loyal print subscription base. Our challenge was to encourage readers to get into the habit of reading the digital version by leveraging the newspaper’s anniversary. We needed to highlight the pivotal role it played in the growth of Australia’s economy, while still retaining relevance. 

SOLUTION

With the financial world abuzz over inflated gold prices, The Financial Review decided to give readers the opportunity to win real gold by finding strategically placed coins hidden throughout articles on the website.

The campaign titled ‘The Online Habit of Successful People’ incentivised people to unearth some of the Financial Review’s great stories and business insights of the past 60 years. Each coin unlocked an influential story and entered the reader into a prize draw to win genuine pieces of gold.

Thousands of commemorative Financial Review 60th Anniversary gold coins were minted and scattered across office buildings in Sydney CBD and newsagents in major Australian cities.

results for the campaign