A supersweet multi-national campaign.
First things first
Mentos is on a mission to connect people, spread positivity and make people smile. How do you spread this message amongst our the target audience? Well, with CompliMentos!
We created funny, punny or just plain warm and sharable compliments. Connecting the brand with positive messages our audience could share with friends.
We encouraged the students to share a photo of the event with said hashtag. The most creative participation was rewarded by ASML with tuition fees for a year of free studying.
Pushed and available on a broad range of online and offline channels, the campaign became a true 360 degrees success that ran across Turkey, Australia, The Netherlands, South Africa and the USA.
Each participating country received a campaign-kit to kick-start the CompliMentos campaign. Together with local agencies each campaign flight was tweaked to perfectly blend in with the market. Think influencers, outdoor activations, social content and (a lot!) of user generated content.
In the Netherlands alone, more than 14,600 digital CompliMentos were sent. An additional 4,600 physical Complimentos post cards were sent via Greetz.nl!
During the launch of the Dutch campaign flight we geo-target a Snapchat lens at a great offline Complimentos experience at Utrecht Central train station. The Lens reached 2,5 million impressions and around 1,5 million unique people.
My role: Concept, Design
Client: Perfetti van Melle
Agency: Merkle (Your Social)