STYLE BY M MINI

TitleSTYLE BY M MINI
ClientUNILEVER
Product/ServiceICE CREAM MAGNUM MINI
CategoryA01. Best Fictional Program, Series or Film where a client has successfully created a drama, comedy or miniseries around a product or brand
EntrantMINDSHARE Jakarta, INDONESIA
Entrant Company MINDSHARE Jakarta, INDONESIA
Contributing Company MINDSHARE Jakarta, INDONESIA
Contributing Company 2 FIMELA.COM Jakarta, INDONESIA

The Campaign

Building a massive awareness was needed due to Magnum Mini launch. And the time was only 3 weeks!

Results

The video itself took 1980s era as a theme to create a distinction from other campaigns. It was also enriched by a game to guess how many Magnum Mini was shown in the video, creating a huge conversation of guessing the right number of Ice cream. Television aired a similar video in a massive visibility by a Share of Voice 32% in the same category. Twitter and Facebook as social network were also utilized to support the launch. Public Relation, print, and other platforms were actively speaking the same tone. Website also served the campaign. An integrated media campaign ever in Indonesia.

A video titled “Style by Magnum Mini” that endorsed by several top Indonesian celebrities was created and posted to YouTube Brand Channel to support the launch. YouTube ads such as YouTube Trueview, YouTube Masthead, and YouTube Masthead Expandable were utilized to derive views to the video.

Successfully break the record by achieving 5,011,543 views within only 15 days campaign! This is a record high for Asia Pacific. Magnum regular sale increased by a tremendous 146% compared to the same period last year. Magnum Mini itself is projected to have the same trend.

Credits

Name Company Position
Nofi Indriasari Mindshare Investment
Farrah Diba Mindshare Strategic Manager
Crisela Cervantes Mindshare Partner
Wendy Soeweno Mindshare Partner
Benedicta Nugroho Mindshare Group Head Investment
Wina Hapsari Mindshare Assc. Partner
Fabian Prasetya Thinkweb Strategist Planning
Ramya Prajna Thinkweb Co-Founder(Owner)
Ardha Fimela.com Account Manager
Lolita Malaiholo Fimela.com Director
Syarifah Aisyah Mindshare Digital Planner
Indra Pribadi Mindshare Digital Manager