Cannes Lions

SARA LEE ICE CREAM BAR

INGRAMTOWN, Sydney / SARA LEE / 2007

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Overview

Entries

Credits

Overview

Execution

We created The Pleasure Booth – an opulent interactive video booth that toured shopping centres in key market areas.Inside, people could sample a Moments ice cream bar and then ‘Share the Moment’ in front of a camera.We used 16 different forms of media, including multi-dimensional and flat mailings, posters, on-line, ambient and TV – even anti-marketing – inviting people to come and ‘Share the Moment’.As an incentive for people to record their moment, the best 26 would be chosen and made into television commercials. So everyone had a chance of achieving their own 15 seconds of fame.

Outcome

Consumers loved The Pleasure Booth. In every shopping centre we visited it drew huge crowds and people were lining up to go in and share a moment.

In just 12 days we had recorded over 700 video 'moments'. People had swamped the Pleasure Booths and devoured over 20,000 Sara Lee Moments.With a budget of only US$1,000,000, unprompted brand awareness leapt to 40% after the Share the Moment promotion and, most importantly, sales exceeded targets by 200% within 4 weeks.Fantastic results for Sara Lee’s first non-traditional media product launch anywhere in the world.

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