There is nothing more annoying than the internet crashing. So, Mentos taught Brazilians how to hack the slow internet. According to a study carried out by Dartmouth University (USA), researchers say that placing aluminum foil around the router’s antennas can improve the signal and reduce interference. Based on this study, Mentos created ‘Wifi Refresh’.
Developed by the agency VML&R, the campaign teaches the public how to use Mentos’ own aluminum packaging to improve internet speed, with tutorials that show step by step and invite people to tag @MentosBrasil on social media. The promotion strategy will also be amplified with Loud influencers and ambassadors, such as Loud_Mih, Caiox, Castrin and Brabox.
“O refresh a concept that helps make people’s everyday lives more fun. And nothing is more annoying than when the internet is slow and everything keeps freezing”, says Gabriel Carletti, Associate Creative Director at VML. On social media it is common to see content with everyday objects that make life easier. That was when we realized that Mentos packaging could be an ally to improve the internet, adds Victor Castelo, Creative Director at VML.
In addition to the Loud team, a squad of creators was hired by BR Media Group to expand communication.
“For activation, it was necessary to understand that we would need to break the concept of simple product promotion, and with that, we started reverberating marketing. So that the content (just like Mentos) is not just consumed, but seen as a hack gamer“, concludes Thiago Bispo, Business Director at BR Media Group.
Technical Sheet
Client: PVM
Brand: Mentos
Title: Refresh No Wifi
Agency: VML
CCO: Sleyman Khodor
ECD: Beto Rogosky
DC: Victor Castelo
ACD: Gabriel Carletti
Art Direction: Guilherme Costa
Editor: Luiz Otavio Medeiros
3D: Rodolfo Martins
Motion: Neco Costa
Chief Business Officer: Leo Balbi
Service: Carlos Alves, Mariana Poeta, Debora Souza
PR: Paula Ganem, Suellen Criaco, Hellen Radio and Gabriel Grunewald
VP Media: Luiza Valente
Media: Marcel Santos, Bruno Abreu, Caio Campos, Mateus Moraes
CSO: Stella Pirani
Head of Planning: Victor Amos
Planning: Fernando Takey, Gabriel Veras, Ana Luiza Mello
Producer: CANJA
Musical Direction: Eduardo Karas, Filipe Resende
Service: Matheus Peres
Project Management: Ana Flor Bohrer, Flavia Medeiros, Mariana Aldrigue
Superviso Musical: Bruno Vieira Brixel
Audio Production: Ardlez and Levi Mynssen de Mello
Voiceover: Bruno Vieira Brixel
BR MEDIA
Account: Rafaela Sgariboldi, Ingrid Alves, Nicole Iasbech and Pamela Novais
Sales: Thiago Bispo, Renan Della Matta, Mariana Midea and Thais Moritz
Strategy: Anna Laura Moura
PR: Felipe Vieira
BI: Caio Moraes, Rodrigo Mirangolla and Maria Fernanda Farhat
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