Brand: Mars Believe

Mission + Target:

• Gain awareness of the temporary name change from Mars to “Believe”
• Align and associate the “Believe” products (bars, drinks and ice creams) with the World Cup (non-official sponsor)
• Harness the nation's passion behind the England team

Campaign:

• Creation of a high visibility experiential campaign which visited 8 x UK and 4 x German cities during World Cup campaign (Fanfests, city centres, campsites and hit squads)
• Distribution of branded merchandise in reward for consumer purchases of Mars/Believe products
• Supported and promoted the series of 6 high awareness Guerrilla/PR stunts and ATL campaign
• Incremental traffic driving campaign focussed towards on-line activities and consumer interaction

Post Mission Evaluation:

• Extensive press coverage achieved including: Regional radio support and co-promotion in each of the 8 x UK cities visited, plus airtime coverage on BBC, ITV and Sky news
• Substantial coverage of PR stunts in The Sun and on Talk Sport radio throughout the duration of the World Cup campaign
• Daily prize distribution quotas exceeded at each location and delivered within specified fulfilment time
• Distribution of 60,000 body stickers, 41,000 branded capes, 3,500 noise stick, 2,500 car stickers

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