Main topic for all suggestions was “sensuality”. As there are 5 senses the best date for the campaign kick off was 5-5-2005.A cool mix of BTL-tools was developed:• Events: “Magnum Night of the 5 senses” - two individual clubbings in cooperation with Amadeus Music Award using a special radio spot!• Sponsoring: The Magnum “gate of senses” was used for major events/concerts sponsoring.• Radio advertising: Magnum was looking for the most sensual voice in the country!• Promo tour & public visibility: A national interactive radio raffle with a Mini convertible on tour was set!

In the end 1,304 officially counted participants formed the Eskimo heart and therefore the largest Eskimo logo ever. On top of that the old world record in the mass-participation category, “largest heart formation”, was topped by almost 50%. Within only one minute, 1,200 balloons were handed over to the pupils and then released: a great scene! The media coverage within all Austrian TV-stations as well as all major newspapers was overwhelming, marking it as Austria's “event of the week”.