The brief: Reach sales nirvana via a promotions-led website. But don’t sacrifice branding en route.The idea: Build excitement with a theme: the Journey. Visitors navigated the site using a compass; received passport stamps from each sense; and headed towards the £50k prize at Journey's end. En route they could score sensory voyages or spin the globe ‘n’ win prizes.The result: Changing 'sense-scapes' sustained intrigue whilst encouraging sales by evoking ice cream flavours; sensologists added glamour; a personality quiz sold subliminally – and Magnum 5 Senses reached sales’ heaven.