UBER ICE CREAM

TitleUBER ICE CREAM
BrandUNILEVER
Product / ServiceMAGNUM
CategoryB01. Use of Digital in a Promotional Campaign
EntrantPHD Shanghai, CHINA
Media Agency 2 PHD Shanghai, CHINA
Entrant Company PHD Shanghai, CHINA
Media Agency PHD Shanghai, CHINA

Credits

Name Company Position
Denise Ng PHD MEDIA Mobile Director

Brief Explanation

Operating within a seasonal impulse category means brands have to constantly search for innovative ways to drive conversion. For Magnum, this means ensuring anything that is done fits with the brands premium image. As our audience are constantly on their mobile phones, whether outdoors or indoors, providing them an opportunity for instant pleasure and point of purchase, was a key focus to engage with Magnum. On July 24th 2015, Magnum partnered with Uber, to bring the Global Ice Cream day to Shanghai, enabling our pleasure seekers the opportunity to order a box of 6 Magnum ice creams via Uber.

The Brief

By targeting the growth of mobile app driven services, Magnum was able to create an impulse moment to not just generate sales but also brand buzz via mobile / social channels. The campaign was 100% driven by mobile, partnering with Uber and using mobile social channels via KOL tweets to create anticipation and awareness of Ice Cream Day. On July 24th 2015, Magnum partnered with Uber, to bring the Global Ice Cream day to Shanghai, enabling our pleasure seekers the opportunity to order a box of 6 Magnum ice creams via Uber through an innovative O2O partnership.

Describe the success of the promotion with both client and consumer including some quantifiable results

With a never-tried-before “pleasure” experience and word of mouth on wechat, Magnum sold over 24,000 ice creams, selling out within 6 hours. The glamorous moment was shared on wechat moments with huge social buzz, fans sharing and enthusiasm, we successfully drive people from online to offline and back to online. Aside from selling out of ice creams, the activation delivered high levels of engagement and social buzz. Wechat benchmarks shows that 0.02 - 0.05$ of followers will share posts from KOL, Brands & Celebtrities. Magnum's Uber Ice Cream Day recorded a rate of 3% of followers sharing the branded post.

Explain why the method of promotion was most relevant to the product or service

KOLs warmed up the campaign 24 hours before launch and 5mil fans were reached by this news on wechat and set high expectation for the event. On July 24, 2015, 11 a.m, Uber Ice Cream Day officially kicked off in Shanghai. Everyone can request an Ice Cream car on Uber's APP and if there is an Ice Cream Car nearby, it will be delivered to them. A fleet of 180 Uber drivers, in cars, scooters and bicycles were prepared to spread the pleasure and joy of delivering to 8 downtown locations in Shanghai.