Social and Influencer > Online Video
BBH, London / MENTOS / 2015
Overview
Credits
Execution
We created a series of launch films that introduced each ementicon to our 13 million fans on Facebook and YouTube. By illustrating the emotion as non-verbally as possible, and meticulously matching the 2D designs onto the 3D head, everyone around the world could easily understand what each ementicon meant. We also took advantage of certain days where people talk about certain feelings, releasing ‘Awkward’ on Valentine’s Day and ‘FOMO’ on New Year’s Eve. The films directed fans to download ementicons and start using them in their own messages.
Outcome
In its first month, ementicons has become one of the most successful digital campaigns Mentos has created, with 1.3 million film views, app downloads in 60+ countries and 400,000+ people with ementicons installed in their phones, all with $0 global media spend. The success means the campaign will be activated in their most commercially important markets, including India, Brazil and China - China even plans to print ementicons on the candy itself. Furthermore, the press coverage has repositioned Mentos as a digital brand, and brought them back into the consciousness, and pockets, of teens all over the globe.
Strategy
Everyone loves Mentos candies, but we wanted to make them something people could share digitally too. So we looked beyond traditional advertising channels and found something our audience already share 6 billion times a day - emojis. What if sending a message were like sharing your Mentos? Introducing ‘ementicons’, cool new emojis with fresher emotions than the usual line-up, based on the iconic Mentos dragee. Facebook and YouTube launch films introduced them to our 13 million fans, directing them to download their own ementicons. A universally-loved candy is becoming a universal language, giving our fans fresh ways to express themselves.
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