Brand: Mentos
Advertiser: Perfetti Van Melle Japan Service K.K.
Agency: Adk, Tokyo/Dream Design Inc., Tokyo
Creative Director: Yuta Kaneko
Copywriter: Yuta Kaneko/Junpei Yoshida/Koichiro Nishizawa
Art Director: Koichiro Nishizawa
Web Director: Takayuki
Device Engineer: Takeru Kobayashi/Yohei Kajiwara
Agency Designer: Atsushi Kato
Event Director: Hiroshi Sato/Masakazu Sasaki
Agency Producer: Eiichiro Oshiro
Film Production Company: Aoi Pro. Inc., Tokyo
Director: Ryo Ohta/Yoshihiro Miyakawa
Film Producer: Shunsuke Nakamura
Production Manager 2: Hiroki Kazama
Special Effects Company: Kaibutsu Inc., Tokyo/Birdman Inc., Tokyo/Bravo Inc., Tokyo
Visual Effects: Atsushi Hashimoto
Computer Artist: Junichi Arakawa/Yuya Murata/Kousei Motoyoshi/Yuya Sato
Special Effects Producer: Yusuke Kitani
The Brief: The Campaign Objective Was To Create A Buzz Among The Target Group Of Young People In Their 10s To 20s 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 Campaign Objective Through Other Means.
The 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. 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.
The 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.
The Result: “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.