Mentos partners with VML in WIFI refresh campaign
Mentos wants to make people's daily lives more fun. And there's nothing more annoying than a slow internet connection. So the brand has taught Brazilians how to hack the slow internet.
According to a study carried out by Dartmouth University (USA), researchers claim that placing aluminum foil around router antennas can improve the signal and reduce interference. Based on this study, Mentos created the "Wifi Refresh" campaign.
Developed by VML, the campaign will teach the public how to use Mentos' own aluminum packaging to improve internet speed with step-by-step tutorials and invite people to tag @MentosBrasil on social networks. The promotion strategy will also be amplified with influencers and Loud ambassadors such as Loud_Mih, Caiox, Castrin and Brabox.
Gabriel Carletti, Associate Creative Director, VML: "Refresh is a concept that helps make people's daily lives more fun. And there's nothing more annoying than when the internet is slow and everything keeps crashing.
Victor Castelo, Creative Director, VML: "On social media it's common to see content featuring everyday objects that make life easier. That's when we realized that Mentos packaging could be an ally to improve the internet."
In addition to the Loud team, a squad of creators was hired by BR Media Group to amplify the communication:
Thiago Bispo, Business Director, BR Media Group: "For the activation, we had to understand that we needed to break away from the concept of a simple product promotion, and with that we moved on to reverberation marketing. So that the content (like Mentos) is not just consumed, but seen as a gamer hack.”
