Mentos selected Billads to create awareness around its new chewing gum concept, a liquid-filled gum in a pocket bottle.
Operating in its upmarket coffee shops and light meal environments, Billads delivered samples of the two new flavours, Mint and Winter Green, directly into consumer's hands. In conjunction with the Billads campaign, a full 360 degree activation was executed including Table Talkers, Scratch Cards, Window Decals and literally thousands of instant prizes.
This is the first campaign in which Billads has added Window Decals to its mix. They were strategically positioned to the left and right of the entrance doors, to instantly grab consumer attention, and were printed on both sides so that consumers approaching the site and those seated inside could view the artwork and communication.
"The Window Decals proved very successful and added another dimension to the Billads activation," says Craig Segal, the Managing Director of Nine Mile Media.
The scratch cards also engaged consumers and around 15000 pocket bottles were won together with thousands of Rand's worth of discount vouchers off consumer's meals.
"All of the back end management, including reimbursing the restaurants, was handled by Nine Mile Media," Segal explains.
Research conducted by Interact RDT questioned 150 respondents from 9 different restaurant sites around Johannesburg and Pretoria onsite, and held telephonic interviews with 50 of these respondents one week later.
"The research indicates that an average of 85% of all respondents noticed the advertising and 86% received a scratch card," says Segal.
It also revealed that 47% (onsite) and 43% (telephonic) respondents could accurately recall promotion specific details and, of these, 80% recalled 'Mint' as a new Mentos flavour.
"Eighty one percent said that they would consider buying a new Mentos chewing gum flavour and 60% had already purchased it," says Segal.
An incredible 96% of respondents felt the advert increased their awareness of Mentos chewing gum.
Mentos simply irresistible with Billads!
BILLADS DNA Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the bill folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 5.5 million upmarket consumers every month through a network of 600 restaurants, coffee shops and hotels nationwide. Campaigns can be amplified by means of table talkers, window and mirror decals, promotions and competitions. Site exclusivity for a brand is standard. To activate your brand with Billads today, call Nine Mile Media on 0861 64 63 64 or email .
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