Mentos' latest spot titled "Mentos WiFi" shows how people would react when encouraged to make a connection with a stranger. The experiment, carried out at a cafe in Kuala Lumpur, involved taking over the WiFi and offering internet access to unsuspecting visitors once they have completed the challenge of forming a real-life social connection.
Tasks included making a stranger laugh out loud, winking at someone and dancing with a stranger. Hidden cameras were installed to capture genuine reactions and candid interactions. The original 93-second spot has been edited into various versions, including horizontal and vertical formats. These will be used in social media campaigns across multiple markets in Asia, including Singapore, Indonesia, the Philippines and Vietnam.
Jan Heeling, global CMO of Perfetti Van Melle, the company behind Mentos, said these experiments go back to the core of social media - that is being social.
While social media allows consumers to observe and connect with strangers from a safe distance, the "Mentos WiFi" experiment shows real-life emotions, Heeling said. He added that medium itself is the "ideal space" to share such emotions with Mentos' consumers and the topics it explores are universal insights that everyone can relate to.
"‘Mentos WiFi’ is a light-hearted reminder that the experience of a real life connection can’t be replaced," Heeling said.
Watch the spot here:
Weisian Lee, senior producer, BBH China, said the success of the Mentos social media strategy lies in the fact it is exploring what makes consumers human, and the basic need to connect in a world dominated by technology.
"The dozens of different versions of this experiment reflect a new way of storytelling across a system of formats. Each piece of content offers a sneak peek into the full story, whilst being impactful enough to stand alone," Lee added.