Category: Best Use of Ambient in a Promotional Campaign
Advertiser: MIDAS-CARE PHARMACEUTICALS
Product/Service: SPRAYMINTT MOUTH FRESHENER
Agency: PERCEPT/H
Chief Creative Officer/Executive Creative Director: Ryan Menezes (Percept H)
Chief Executive Officer: Prabhakar Mundkur (Percept H)
Art Director/Copywriter: Yusuf Lokhandwala (Percept H)
Creative Director: Prasad Venkatraman (Percept H)
Photographer: Yash Deb (Percep)
Photographer: Nilesh Kakade
Group Account Manager: Shrikant Sawant (Percept OOH)
Producer: Danny Mamik (Percept Pictures Team)
Chief Growth Officer: Ayan Chakraborty (Percept H)
Media placement: Floor Stickers - Eternity Mall, Thane - 14/3/2012
Describe the objective of the promotion.
Spraymintt Mouth Freshener makes people kiss-ready. Spraymintt wanted to communicate this to teenagers.
Describe how the promotion developed from concept to implementation.
We decided that since kissing girls is fun, we also had to communicate the same in a fun manner. So we stuck pictures of young women puckering up on an escalator. At the top of the escalator was a lucky guy waiting to kiss them all. When the escalator was in motion, it appeared as if the Spraymintt guy had an endless queue of pretty women kissing him.
Explain why the method of promotion was most relevant to the product or service.
Our mediums were at the locations where teenagers hung out - malls. We used a clever way to get their attention which managed to strike a chord immediately with the target group. As a result, this activity was appreciated by our target group (teenagers) as a fun way to promote a mouth freshener.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Within a few weeks of conducting this activity, sales rose by 17% to make thousands of guys (and girls) kiss-ready.