The Great Aussie Coin Hunt series — first run in 2019 in partnership with supermarket chain Woolworths — was designed explicitly to drive coin circulation and public engagement at a time when contactless payment adoption in Australia was accelerating sharply. The second hunt, launched in 2020 and extended into 2021 due to COVID-related disruptions, assigned a motif to each letter of the alphabet, with "V" representing a van.
Woolworths distributed collector folders, turning everyday change into a deliberately engineered scarcity game across 26 letters.
The Great Aussie Coin Hunt series — first run in 2019 in partnership with supermarket chain Woolworths — was designed explicitly to drive coin circulation and public engagement at a time when contactless payment adoption in Australia was accelerating sharply. The second hunt, launched in 2020 and extended into 2021 due to COVID-related disruptions, assigned a motif to each letter of the alphabet, with "V" representing a van.
Woolworths distributed collector folders, turning everyday change into a deliberately engineered scarcity game across 26 letters.