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Mentos takes digital route to get on cricket bandwagon

28-April-2011
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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.

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