Direct > Digital & Social
ADK, Tokyo / PERFETTI VAN MELLE / 2016
Overview
Credits
CampaignDescription
We developed a completely new device, the “mentos Fresh! SkyDive,” which provides a direct experience of the stimulating world of mentos cola flavor. When participants stick their head into a mentos package, they will discover a world that will absolutely never be experienced in daily life. Using this “mentos Fresh! SkyDive” as the starting point, we implemented an event for a limited period.
Execution
“mentos Fresh! SkyDive” is a super stimulating sky-diving nobody has ever gone through which can be experienced in the center of the city. Participants wear a harness and a mentos-shaped helmet fixed with a VR headset. A world of virtual reality opens up before their eyes as they adopt the same posture as if they are actually sky-diving, leading to a never-seen-before experience through a fusion of the virtual and physical worlds. This event was held for 3 days, Jun 5-7, 2015 at the heart of Japan in Roppongi, Tokyo, and the venue reverberated with shouts of the participants.
Outcome
“mentos Fresh! SkyDive” gathered a lot of attention and was introduced in TV programs, news articles and SNS, generating a PR effect equivalent to $1,700,000. Furthermore, the event attracted 33,000 visitors in 3 days, and it was so popular that the longest waiting time was 280 minutes at one point, which exceeds famous theme parks such as Tokyo Disneyland. In the final count, sales reached 113%, making a big contribution to turnover.
Relevancy
Through this promotional activity, which was a quiet unique and offered an unexpected joyful experience, we could reach to a set target ranging from 10’s to 20’s and left an unforgettable exciting experience.
After this campaign, we had not only a lot of positive comment to the product but also to a unique method we took. It was very successful event and the client could build a strong bond with a set target, and their sales had increased accordingly. This event directly contributed to increase the number of sales.
Strategy
We created a differentiation with various types of existing cola flavor products in the market and searched for ways to capture the hearts of young people who show an interest in new, unprecedented things.
Synopsis
This campaign’s objectives was to create a buzz among the target group of young people in their 10’s to 20’s and let them gain awareness of the new upcoming product “mentos fresh cola.” However, since we did not have enough budget to run TVCM, we achieved the objectives through other means.
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