2010 Winners & Shortlists

Results and Effectiveness

Nielsen sales data showed a 30% growth in market versus previous year. Dynamic Logic Study (a first for the region) showed purchase intent increased by 17%, while brand favorability grew by 21%. Ad awareness increased by 9%, driving a 5% increase in brand perception as fun and enjoyable. Consumers flocked to the site, in 6 weeks we saw 165,000 unique users averaging 5+ minutes per session. Over 45,000 consumer entries were made to “Funk Up Your Prize” and 160 consumers received their custom creations - bringing MARS Ice Cream into their homes and lifestyles.

Creative Execution

The idea was simple. Create an online competition with a difference, where people could not just win prizes, but win stylized individual prizes that helped them stand out. To begin with, flyers infiltrated pool halls and Internet cafes, while larger branding was carried out in malls and petrol stations - near immediate points of purchase. When people were cruising in their cars, Radio DJs reminded them of MARS Ice Cream as the perfect treat. All communications also drove our audience online. Online we targeted gaming, social networking and movie content. Using a mix of content targeting and search reinforced the connection between the brand and the fun and trendy message. Once on the website, people were given the chance to modify their prize, before they won. The existing galleries were scrutinized and entering the competition became almost as enjoyable as winning.

Insights, Strategy and the Idea

Traditionally, ice cream brands either aim for children, or mothers. Mars, on the other hand, decided to focus on young adults (aged 15-30) who make up 30% of the local population. This is a notoriously difficult market to connect with, and in this region, with a uniform dress code, there are even more obstacles. This audience wants to express themselves, but at the same time they realize there are important cultural expectations to adhere to. Our trends forecast showed accessories were the voice of customization – allowing people to put their personality on display, while still honoring their heritage. The hottest accessories at the moment are technology based - connecting worlds and acting as a way to fit in while standing out. We wanted to remind our audience that even when chilling with their friends, there is always an opportunity to be an individual.