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OgilvyOne’s digital campaign for Mentos

MUMBAI: As part of its digital campaign for the recently concluded ICCCricket World Cup, Mentos rolled out two campaigns created by OgilvyOne India.


The campaign got over 200,000 visitors per day via banners hosted on the ICC CWC live streaming page on www.espnstar.com.
 
Perfetti Van Melle India marketing manager Namita Gupta said, “The brief to 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 2-idea approach. The banners led users to a microsite – mentoscricket.com – which hosted these 2 ideas.
 
The first idea - ‘What’s Your Excuse to Watch the World Cup’ - provided users an opportunity to share their excuses for skipping work, classes, dinner dates etc to watch the matches.


This campaign relied on the strength of user-generated ideas. Over the duration of the campaign, many users sent witty excuses to wiggle out of other commitments in order to watch the cricket. The most unique ones were adapted into banners on the landing page of the microsite, the agency claims.
 
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 legendary powers of Octopus Paul.


According to the agency, over 200,000 netizens participated but nobody came anywhere close to the Oracle Octopus’ 100 per cent strike rate.


OgilvyOne Worldwide India ECD Graham Kelly 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.”

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