US direct-sell gold giant eyes UK

US direct-sell gold giant eyes UKTelevision gold is set to take on a whole new meaning with the launch of direct-sell US gold coin specialist Rosland Capital in the UK market, backed by a major DRTV and online campaign devised by WPN Chameleon.
The DRTV ad introduces the brand character “Mr Gold” – an Antiques Roadshow-style expert – in various scenes and locations including on a train, in a bookshop and at a restaurant, talking to consumers about the benefits of investing in gold coins.
Viewers are urged to send off for the free “Book of Gold”, a special edition designed and printed by WPN Chameleon. To support the TV and online campaign, as well as the wider business, WPN Chameleon has also designed and built a new website.
The cross-channel launch campaign has been produced by WPN Chameleon, together with Mike Colling & Co and Hill + Knowlton Strategies. Using the Response Insight tool, WPN Chameleon confirmed feasibility, market potential and identified real UK consumer insights for Rosland, assessing consumer attitudes to de-risk market investment.
Rosland aims to replicate its success in the US, where customers can buy gold and silver sourced from around the world, including the US Mint and the Royal Mint. In the UK, consumers will be offered a wide range of coins and other precious metal artefacts.
Andrew Gledhill, director of Rosland Capital UK, said: “We’re about to launch a brand new concept in a brand new market and we have a fantastic commercial that really shows off the beauty of gold coins, from experience we know just how difficult that is to achieve. The guys at WPN Chameleon have done a great job capturing the essence of gold and presenting the proposition in such a compelling fashion. We talked to a number of great agencies before we started working with WPN Chameleon and we’ve been delighted with what they’ve done for us.”

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2 Comments on "US direct-sell gold giant eyes UK"

  1. RT @DM_editor: US direct-sell gold giant eyes UK with launch campaign by @WPNLondon http://t.co/JY8HSBqoIE #directmarketing #digitalmarketi…

  2. RT @DM_editor: US direct-sell gold giant eyes UK with launch campaign by @WPNLondon http://t.co/JY8HSBqoIE #directmarketing #digitalmarketi…

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