We supplied twelve of our finest brand ambassadors and sampling staff for the “Who Says No to Mentos” Campaign at Grand Central Station Birmingham between 20-22nd November. The experiential campaign aimed to bring people together and open a conversation up through the product. There were three main campaign objectives which included the domination of New Street Station’s media space therefore raising awareness of the new campaign, getting the public on board with the Mentos slogan “who says no?” and the generation of positive PR channeled through social media and word of mouth.
The brand ambassadors and sampling staff were tasked with sampling sweets to the general public passing through the station. The brand ambassadors were provided with branded Mentos uniforms and usherette trays and worked both inside and outside of the brand new station – Grand Central Station Birmingham.
An experiential element to the campaign was created which included a giant interactive Mentos tube which was placed outside New Street Station in Birmingham. There were 3 photo stations throughout the station which our staff were tasked with encouraging the public to record GIFs of themselves, which were then displayed on the Media Eyes, situated at the entrance to the station. The largest Media eye was situated over the main entrance to the station concourse from the pedestrian plaza, adjacent to the Bullring Shopping Centre. The animations rolled over 60 seconds, containing 8 of the latest GIFs per 60 seconds.
1000s of live, one-on-one interactions were created that allowed the Birmingham public to create connections with the Mentos brand.
We supplied our most proactive and skilled brand ambassadors / sampling staff to execute this task which involved sampling 1000’s units of confectionary each day. The Birmingham based promotional staff worked over 3 days and were selected based upon their experiential experience and sampling experience. They had all previously worked on numerous live marketing events.