In 2004, Wall's launched Magnum Intense and they wanted an online campaign for the 18+ female audience who reflected the sensual values of the new range. The brief was to create a sexy, fun online campaign focusing on adult indulgence and sensual pleasure. In the Magnum Institute of Sensory Exploration (ISE) visitors are asked to choose from three sexy 'sensei' (an instructor who tests their capacity for intense sensual pleasure through a series of interactive games). The campaign has been extremely successful and significantly increased aided brand awareness, online ad awareness and substantially increased brand favourability.