Gold is the only investment that you have to pay to store. When it comes to selling, you will need to pay (and find) a professional to assay (verify) your gold. Our challenge was to design an advertising campaign to sell gold to the everyday consumer, particularly in the United States. Foregoing statistics, we used basic themes: Buy Stability; Buy Shelter; Buy Security.
Financial publications ran these ads; their straightforward black-and-white design and messages stood out in publications including BarronsOnline, Bloomberg Money, BusinessWire and The Wall Street Journal. Simply written, the ads appealed to retirees without much prior investment knowledge. The ad campaign was extended over six months as it became successful.
