June 2015 marked the 30th anniversary of the EU flag as official emblem of the European Council. Eager to engage EU citizens in the celebrations, the European Commission launched a competition to select the design of a special commemorative euro coin. An effective, strategic and striking online communication campaign was needed to reach all corners of the euro area. DG ECFIN turned to Tipik. We made it happen.
Before the competition kicked off, design proposals from the national mints of all eurozone countries were whittled down to a shortlist of five. These top entries were put to public vote, accompanied by a quiz on the euro. The aim: to promote the competition but also nurture public interest in EU monetary matters.
Our team developed and managed an accessible, engaging website lit up by a bright, bold visual identity. But the backbone of our campaign, designed in cooperation with our partner beconnet, was a fine-tuned, focused social media strategy: carefully timed and tailored posts and tweets complemented by a strategic online ad campaign which utilised cutting edge advertisement tools for effective outreach.
The results speak for themselves. More than 100,000 European citizens voted for their favourite coin and 90,000 took part in the quiz. DG ECFIN’s Facebook fan base swelled by almost 10,000 in five weeks. The campaign may be over but the conversation goes on - fans continue to enthusiastically engage with the page.
And what of the winning coin? Designed by George Stamatopoulos at the Bank of Greece, it will be coming to a bank near you later this year!
Directorate General for Economic and Financial Affairs