| Title | MAGNUM PHILIPPINES LAUNCH CAMPAIGN |
| Brand | UNILEVER RFM ICE CREAM |
| Product / Service | MAGNUM ICE CREAM |
| Category | D01. Integrated Digital Campaign |
| Entrant | DENTSU INDIO Makati City, THE PHILIPPINES |
| Entrant Company: | DENTSU INDIO Makati City, THE PHILIPPINES |
| Advertising/Web Design Agency: | DENTSU INDIO Makati City, THE PHILIPPINES |
| 2nd Advertising/Web Design Agency: | HOT AIR BALLOON DIGITAL GROUP Pasig, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Jojo Tanjuatco | Dentsu Indio/Inc. | Business Development Manager |
| Mae Serranillo | Dentsu Indio/Inc. | Project Manager |
| Tj Parpan | Dentsu Indio/Inc. | Managing Director |
| Tanke Tankeko | Dentsu Indio/Inc. | Creative Director |
| Marvin De Leon | Dentsu Indio/Inc. | Art Director |
In February 2012, Unilever RFM Ice Cream introduced Magnum ice cream to the Philippine market. To create awareness for the launch, the arrival of Magnum was announced by key celebrity endorsers using social media and the buzz was sustained by giving people something to talk about. Magnum created a craze that fueled user generated content that was spread online. Blogs and local news picked up on the story helping to sustain the conversation. The online campaign created so much demand that Magnum ice cream sold out in just a few weeks, resulting in sales three times more than projected.