The Brief

In 2019, Australia Post set out to do more than launch a set of 26 collectible $1 coins, they wanted to create a nationwide moment that celebrated the icons, slang, and stories that make Australia, Australia. The Great Aussie Coin Hunt was born, from A for Akubra to Z for Zooper Dooper, blending nostalgia with national pride. Sauce Communications was brought on to take the concept beyond the coin release, designing and delivering integrated activation and earned media strategy that would connect communities, spark conversation, and share the stories behind each coin across the country.

Our Approach

Sauce created and managed a coast-to-coast roadshow with a custom-branded Coin Hunt van, making 60+ stops across metro, regional, and remote Australia. Each location was timed to coincide with the week’s featured coins, bringing themed experiences, local stories, and tailored media opportunities to life.

From interactive community events and surprise school visits to photo moments for superfans, we built a campaign that blended joy, nostalgia, and national connection. Highlights included:

• 40+ bespoke local activations

• A fully integrated earned media campaign across national, regional, and community press

• Two Today Show live weather crosses direct from the road sharing real stories and community spirit with the nation