The aim was to position Mars as unofficial ambassador for England fans' hopes and dreams during the World Cup, doing so via through the line activity using all relevant contact points. Experiential activity saw a ‘Believemobile’ and crew tour English footballing cities to gather messages of support for the England team and encourage fans to show they believe. During the tournament Mars displayed its belief using web and media presence to engage consumers with stunts of support that they could vote for Mars to carry out. Based on this, stunts from building projections to Believe gospel choirs were used to support England fans.

The activity contributed to double-digit growth of Mars Believe bars during the World Cup and over-delivered against its business objectives.Results: 77,000 consumer interactions Activity witnessed by 635,000 peopleSales uplift. Total value increase of £3.1m versus the £2m objective80% of 16-24 year old males knew about the Mars Believe campaignBrand tracking showed a significant positive opinion shift among 16-24 year olds, particularly 'Mars is a brand for someone like me'Positive effects seen on average weight of purchase, frequency and penetration and YTD share were driven up 1.3pts from 2005.