• Situation: Frisk wanted to launch their new mints. Mints that will give you a clean breath forup to two hours.

• Brief: Make sure people get to know the ‘Frisk 2 hours clean breath’ and make them experience how it feels to have a clean breath instead of smelly one.

• Objectives: Awareness about the new product.

To promote the new Frisk 2 hours clean breath mints we used the most direct way to show the impact of a bad breath. We installed a (bad) breath meter and asked people to exhale in a captor. By exhaling in the OOH structure people got an instant evaluation of the quality of their (bad) breath. They received instantly a few or a lot of mints to do something about their smelly breath.

The brutal bad breath meter activation was activated through 2 waves across Belgium.

At first, the structure was respectively placed in 3 of the main Belgian train stations during morning and afternoon peak hours: Central station in Antwerp (23/04/2016 and 04/05/2016), Saint Peter station in Gent (27/04/2016 and 09/05/2016) and Brussels’s South station (02/05/2016). Those activation were also supported by product sampling. (51.000 samples distributed)

The second activation day in Antwerp was dedicated to the realisation of short video which was used through a digital media campaign starting on the 20th of May on Facebook, Youtube and Twitter platforms. The campaign reached more than 400.000 views and counting.