The unique chance to see sporting superstars out of their depth and having fun produced great content. So good in fact, that major TV networks were happy to run the content in-programme, in prime time. A rare event for brand funded content in Australia. The MARS Play Challenges were integrated into prime time sport panel shows, and live sport telecasts across a 3 month period.We used Network Ten to distribute the content online, targeting catch up TV viewers. The short films also received earned media exposure, spreading organically into social media (YouTube, Facebook) and mobile environments.Rather than just inspire people to be more active, we then gave consumers the tools to get out there and try a new sport. We equipped Aussies with 130,000 MARS branded sports balls, through 12,000+ retail locations nationally via a combination of MARS packs and in-store displays.

The consumer offer was oversubscribed by 300%, not only did this encourage people to get active but cemented MARS as a brand to be enjoyed as part of an active lifestyle.This translated into an outstanding sales uplift of 26% year-on-year, dominating the confectionary landscape.

It is now officially the most successful Australian MARS bar promotion in history, and a permanent fixture within the MARS marketing calendar.But most importantly, we impacted the lives of thousands of Aussie families, breaking down barriers to getting active and putting MARS branded balls into their hands for years to come.