Campaign · Perfetti Van Melle · 2017
Mentos Air Action — Voice Action
A low-budget social campaign that turned a product attribute into a national voice-hunt contest.
Social campaign · IVR · BTL
MENTOS AIR ACTIONCampaign content on Google Drive Perfetti Van Melle · Mentos Air Action
1.48MPeople reached
168KEngaged users
1,000+Contest participants
The challenge
Air Action soothes the throat, but without an ATL budget the brand struggled to own 'the solution to a sore throat'. The challenge was driving response on a limited budget.
The big idea
“A voice-over artist hunt for a product that soothes your throat.”
Our approach
Participants sent their voice through an IVR-integrated number; selected entrants went through a two-day training led by the famous Gazi Majharul Anwar — a perfect fit for the brand's voice proposition.
The outcome
- 168,462 engaged users
- Reached 1,486,226 people
- 8,500+ page likes and 1,000+ participants
Deliverables
- Social campaign
- IVR mechanic
- Talent training
- BTL
ClientPerfetti Van MelleBrand: Mentos Air ActionFacebook · BTL
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