Mumbai : As part of its digital campaign for the recently concluded ICC Cricket World Cup, Mentos rolled out two campaigns that garnered the attention of over two lakh (or 200,000) netizens via a single banner daily. These banners were hosted on the ICC CWC live streaming page on www.espnstar.com.
Namita Gupta, Marketing Manager, Perfetti Van Melle India, stated, “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.”
The brief led the campaign to adopt a two-idea approach. The banners led users to a microsite – mentoscricket.com – that hosted these 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. This campaign relied on the strength of user-generated ideas, which did not disappoint. Over the duration of the campaign thousands of users stretched their imagination and submitted some really smart and witty excuses to wiggle out of other commitments in order to watch the cricket. 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 now legendary powers of Octopus Paul. Over two lakh netizens participated but nobody came anywhere close to the Oracle Octopus’ 100% strike rate.
Graham Kelly, Executive Creative Director, 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.”
When there’s a highly anticipated cricket tournament like the World Cup underway, every Indian shifts their focus from their routines onto their television sets or computers. Mentos successfully managed to take advantage of this fact, and got the ‘battis’ lit in millions of ‘dimags’ all over India.