2011 Winners & Shortlists

Brief Explanation

Galaxy Ice Cream is a premium priced product. We had to convince our target audience that its indulgent taste was worth the price. The ingredients were MARS/Galaxy’s ‘best kept secrets’, even without them wanting it to be. We decided to educate them through an intimate, one-on-one experience, like eating ice cream or sharing secrets. In this region where anything personal, especially secrets, are usually expressed in private, going online was the perfect solution, with the microsite recreating the experience of sharing a secret with a friend. Results: 81,445: Visits 24,182: Secrets 673,125: Page views 5.45 Minutes on site 120 Countries participated