MAGNUM PELE COCO

TitleMAGNUM PELE COCO
BrandUNILEVER SINGAPORE
Product / ServiceMAGNUM
CategoryA02. Best Use of Magazines/Newspapers
EntrantMINDSHARE Singapore, SINGAPORE
Entrant Company:MINDSHARE Singapore, SINGAPORE
Media Agency:MINDSHARE Singapore, SINGAPORE

Credits

Name Company Position
Marivic Idanan Mindshare Singapore Associate Manager
Regina Lim Mindshare Singapore Media Director

Results and Effectiveness

Overall sales volume for Walls (under which sits Magnum) increased by 6% YOY (May-August 2010 and 2011). This can be directly attributed to the campaign, as it was the only campaign active for the brand in that period. More than 1000 readers participated in the ‘Pleasure Hunt’. Three winners were selected per title and each won 365 sticks of Magnum double caramel. Campaign was successful in creating awareness for the newest variant ‘Double Carmel’ and the new Brand Campaign Idea.

Creative Execution

A treasure hunt was launched in three leading women’s magazines: Female, Her World and Nuyou (Chinese). Consumer experience began with die-cut inserts in the magazines, drawing readers’ attention to the ‘Pleasure Hunt’ promising ‘365 days of pleasure’. Readers had to find 3 code words placed within the magazines; each word was contained within an editorial write-up that linked the new Magnum campaign with fashion tips. The editorials had the look and feel of a fashion spread, and featured a glamorous face to attract the readers’ attention. The editorials also encouraged purchases and sampling, and directed participants to the Magnum Facebook page. The overall campaign was supported with a TVC campaign, placed within fashion variety specials. OOH was also used at high fashion locations (Harbourfront and Scotts underpass) to strengthen the fashion-lifestyle connection to the brand. A fashion PR event was also created to support the launch.

Insights, Strategy and the Idea

In 2011, Magnum’s brand team developed a new ‘brand communication idea’ (BCI) based on a reassessment of what ‘Magnum Pleasure’ should stand for. It encompassed the mission of making the brand a global icon of adult ice cream pleasure. Our challenge was to successfully launch Magnum’s new variant, Double Caramel, using the BCI, moving the brand forward, while promoting consumer engagement. The campaign was targeted at women (age 21-35) for whom pleasure is an essential part of life. Our unique insight was that the TA feel that pleasure is their deserved right. The idea was to position Magnum as a premium choice, and to associate it with lifestyle and fashion oriented platforms. The three key attributes were: • Pleasure is essential to life’s enjoyment • Seeking pleasure is an attitude • Magnum delivers pleasure like no other brand