OgilvyOne Mentos Campaign Captivates Cricket-Crazy India

MUMBAI, April 27, 2011 – 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.”

Mumbai MentosThe 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.

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and healthcare communications; shopper and retail marketing; direct, digital, promotion, relationship marketing and digital production. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. Ogilvy & Mather is a WPP company (NASDAQ: WPPGY).  For more information, visit www.ogilvy.com.

Ogilvy India has won the highest recognition at the Creative Abby Awards for 14 out of 15 years since the Advertising Club Mumbai instituted this award. Ogilvy India also has been named the No. 1 Agency by the Brand Equity Agency Reckoner for seven consecutive years. Ogilvy Mumbai is the most awarded agency in India and ranks No. 7 on WPP’s Most Awarded Agency Worldwide, 2010.  

Contact: Lorraine Martin
Date: April 27, 2011
Office: Mumbai