Top Story

e4m_logo.png

Home >> Digital >> Article

Mentos takes digital route to get on cricket bandwagon

28-April-2011
Font Size   16
Share
Mentos takes digital route to get on cricket bandwagon

Mentos and Ogilvy One have rolled out two campaigns in the digital sphere, which combine to acquire the attention of over two lakh users via a single banner daily. These banners were hosted on the ICC Cricket World Cup live streaming page on www.espnstar.com.
 
Commenting on the idea behind the campaigns, Namita Gupta, Marketing Manager, Perfetti Van Melle India, said, “The brief to our digital agency, Ogilvy One Worldwide, was to reinforce the brand positioning of Mentos (of thinking smart) for the cricket crazy fan.”

Graham Kelly, ECD, OgilvyOne Worldwide India, who headed the campaign and had his first tryst with India’s cricket addiction, said, “It was great to see the public having as much fun playing  with the campaign, as we had making it.”

The campaign has adopted a two-idea approach. The banners led users to a microsite –mentoscricket.com – which hosted these two ideas.

The first idea – ‘What’s Your Excuse to Watch the World Cup’ – provided users an opportunity to share their wittiest excuses for skipping work, classes, dinner dates, etc., to watch the matches. Over the duration of the campaign, thousands of users stretched their imagination and sent in some really smart and witty excuses to twist out of other commitments in order to watch the action on the field. The smartest and most unique ones were adapted into banners on the landing page of the microsite.

The second idea – ‘Predict & Win’ – invited users to predict the winners of every match. Customised country-specific banners were created for every match as Indians tried to emulate the renowned powers of Octopus Paul, but nobody came anywhere close to the Oracle Octopus’ 100 per cent strike rate.

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Aroon Purie, the India Today Group Chairman and Editor-in-Chief today appointed his daughter Kallie Purie as the Vice Chairperson of the group