2016 Winners & Shortlists

The Campaign

The objective of this campaign was to launch their new package which grew from an old 38 piece bottle to a new, bigger, better 72 piece one. We wanted people to never run out of Mentos, which was the spark for our idea. We looked at what people always ran out of; whether it was fuel, battery, money or time, and came up with the main idea to house our campaign. The insight thus emerged from the essence of ‘Never Run Out of Freshness’ - associating with both the new product launch and the freshness ethos of Mentos itself. Rather than producing traditional TVC's, we produced 3 engaging & entertaining videos with a humorous and quirky undertone which distributed via YouTube and Facebook. The brand experience via video pushed people to our microsite which was an active repository for all propagation undertaken on Facebook, YouTube and supporting radio channels. We also re-branded Mentos’ Facebook page and pushed teasers for each of our 3 videos. We then created a competition wherein people can send us their entries on what they would like to never run out of. And to keep them engaged, we pushed a few samples across to incite the audience. We let them experience it with downloadable props they can use to take pictures and submit. Our #NeverRunOut radio contests ran around never running out of words and never running out of music on two of the most popular radio stations in UAE. We rewarded each of our online winners with one of 72 T-shirts and produced a few videos of our winners getting the very things they run out of most. All this, in just over a month, with every post, entry and winner captured in real-time on the microsite.

The Campaign delivered over 9.1 million video views on Facebook and Youtube, 4.3 million of which were 30 sec + views. We had over 101,000 post interactions on Facebook over 6.5% engagement rate on the videos overall. The campaign was so successful that CommunicateOnline listed us as one of the regions best viral campaigns, within the first week of launch itself. We received extremely high engagement on the competitions held on radio, pushing even more people to our website and Social pages. With over 70 contest entries on digital alone, and hundreds more via Radio.