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Apart from O&M, the other three finalists were JWT for ‘Sunsilk – Gang of Girls’, Quasar Media for ‘X-Box’ and JWT again for ‘Pepsi – Blue Billion’
At the Creative Conference I, presented by Yahoo! Summit Series, O&M has won the Yahoo! Big Idea Chair for its work on Mentos Helpline.
Yahoo! has hosted a number of creative summits across the globe but this is the first time such a summit has been organised in India. The main purpose of the summit was to judge the effectiveness of the digital medium with respect to advertising and reaching the desired target audience.
The Mentos Helpline has been created with the aim of providing the ‘Mentos way’ out of uncomfortable situations to poor souls in distress. As all the candies in the segment are priced at 50 paise-Re 1, there is little room for price differentiation. Creating the Mentos Helpline to involve the user more rigorously with the brand has been the strategy adopted by Mentos to increase its sales figures.
Till the month of March this year, the website recorded 1,38,000 visitors, with an average time spend of 4.5 minutes. There were 50 per cent re-visits and the company claims its market share has risen to 48 per cent this year, compared to 33 per cent last year.
In all, 20 entries from across the country were evaluated and eventually the list was cut down to four finalists. Apart from O&M, the other finalists were JWT for ‘Sunsilk – Gang of Girls’, Quasar Media for ‘X-Box’ and JWT again for ‘Pepsi – Blue Billion’.
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