August 24, 2007
Perfetti Van Melle Corporation - Mentos “Dimag ki Batti” Campaign (Mobile2win)
Goal: To reinforce the brand proposition using mobile as an interactive extension of the brand campaign.
Solution: The Mentos TVC took a slice of life approach – but this ‘slice of life’ was from the Mentos Life V/s Ordinary Life. What one would do in the Mentos Life as compared to everyday life.
A specially designed wireless SMS based contest was created. Consumers had to SMS MENTOS and participate in an interactive quiz, consisting of a number of questions related to the Mentos way of life.
Samsung phones were given away every hour as prizes. This campaign was promoted through television as well as radio.
The campaign was promoted during the Super Bowl equivalent in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />India – The India V/s Pakistan Cricket Series.
Q. Ur thrown out of class, u wud?
a. Ring the bell, end class
b. Stand in the corner.
Q. Late for a date, u say?
a. Lost my way as I m blindly in love with u
Result: The campaign created the desired buzz amongst the target audience and raised awareness of the brand.