Rosland Capital Arrives in UK With Website by WPN Chameleon

Leading US gold specialist Rosland Capital will launch in the UK, with a new DRTV and website created by WPN Chameleon.

The launch campaign will aim to introduce a brand new marketing proposition, purchasing gold and precious metals direct from a TV ad, and recruit new customers from across the country.

The launch follows the success Rosland has had in the US, where customers across the states have enjoyed responding to direct advertising by purchasing gold and silver sourced from around the world, including the US Mint and the Royal Mint. Rosland aims to repeat this success in the UK, where consumers will be offered a wide range of coins and other precious metal artefacts.

The DRTV ad by WPN Chameleon is unmistakably British with several scenes shot at locations across London, from the DLR in the East, to residential properties in West London. The ad features a quintessential English chap who knows rather a lot about gold coins. This is knowledge he is at pains to share with commuters, readers, diners, in fact anyone who hasn’t considered this new proposition before. TV viewers responding to the ad can claim a FREE Book of Gold, a special edition designed and printed by WPN Chameleon. To support the TV and online campaign, as well as support the wider business, WPN Chameleon has also designed and built the 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, WPNC confirmed feasibility, market potential and identified real UK consumer insights for Rosland, assessing consumer attitudes to de-risk market investment.

Andrew Gledhill, chief marketing officer of Rosland Capital said: “We’re really excited, we’re about to launch a brand new concept in a brand new market and we have a fantastic commercial that really show’s 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.”

John Eversley, business director at WPN Chameleon, added: “For this campaign we pooled our customer recruitment talents with our online and web-build expertise, producing a campaign that is not only creative, but truly captures the allure of gold across all platforms, screens, tablets and mobiles.”