The idea sprang from the notion of 'sharing a moment'. We identified that consumers share special moments with friends and family in different ways; via the internet, on their mobile phones, via YouTube or the Kodak Gallery.

We wanted to pick up on some of these new communication tools to encourage our consumers to 'Share a Moment' with Sara Lee Moments Ice Cream Bars. Therefore we created the Sara Lee Pleasure Booth, an opulent performance booth where consumers could record a special moment whilst sampling a Sara Lee Moments ice cream bar.The idea was to use innovative and immediate ways in which people share to bring consumers to the heart of the communication. The best (or worst) of these special moments were used to create a series of 15 sec commercials. Each clip was downloadable by performers to encourage them to share their clip and virally drive our message.

Over a 3 week period 500 people performed in the booth and 17,000 Moment Bars were sampled. There were 10,000 unique visits to the sharethemoment.com.au website and 1000 people voted for their favourite clip. Product sales saw a lift of 800% in week two of the campaign, and the Moments range successfully launched in a highly competitive environment where the dominant brands (Magnum, Cornetto) have existed for decades. The campaign also represented a shift change in advertising formats for Sara Lee, embracing and adopting a world wide shift in the way in which Sara Lee market their products.