Mentos launched the Who Says No To Mentos campaign, devised by Walker Agency, in New Street Station, Birmingham this week. Taking place in a Tubbo structure provided by Mobile Technik, the campaign involved visitors entering one of two photo booths that took a number of images to create animated gifs of the participants. These could be sent to their mobile phone, shared on social media or the show stopper, then onto the city’s latest digital advertising canvas — the Media Eyes.
The Tubbo, for which Mobile Technik is the exclusive UK distributor, was the selected temporary structure because its round and gallery style exterior resembles a tube of mints.
Zennen Thomas, account executive at Walker Agency, commented: “The response from the people coming up to the Tubbo and taking images of themselves has been phenomenal and it’s great to see the reaction of adults and kids watching their gifs live on any one of the three Media Eyes. We’re proud to be one of the first activations to utilise this innovative digital media platform for an experience of this nature.
“Mobile Technik was the ideal supplier for this project as we knew exactly what we were looking for — a structure that resembled a Mentos tube that was versatile, weatherproof and could be branded with the new strap line. They have extensive knowledge of outdoor campaigns and gave us great advice, customer service and a quick turnaround time.”
Billy Smart, brand development manager at Mobile Technik, said: “This was a great campaign to be involved in and it proved that we couldn’t say no to Mentos! The Tubbo was the ideal housing for this as it can be easily branded and can quickly be assembled. It served as a great weatherproof structure come rain and even a little bit of snow over the weekend.”
Walker Agency devised the outdoor experience to coincide with a multi-channel advertising campaign — part of a global initiative to reposition the brand.
The outdoor experience was the first to utilise the media space at the station as well as to use the latest addition to the space, the Media Eyes.