After the successful Magnum Pyjama Party brand activation in 2017, the sleepover concept simply begged for a sequel. For 2018, the campaign was called ‘Take Pleasure Seriously’. The goal was to explain the idea of ‘Serious Pleasure’ and link it to the brand while emphasising the premium quality ingredients in Magnum ice cream. The target audience consisted of Millennials; a group that is declining rapidly in traditional media, and needs to be addressed in more modern ways.
- Create a buzz amongst influencers and media around the Magnum brand in order to reach the Millennial target audience
- Inform the target audience about the superior quality of Magnum ice cream and its premium ingredients;
- Communicate the meaning of the ‘Take Pleasure Seriously’ message: the importance and relevance of pleasure and everyday indulgence;
- Improve brand image and brand awareness among the (consumer) target audience.
To reach the Millennial target audience, a group that requires a more modern communication approach, we implemented a strategy that targeted high profile influencers able to tell the story. Just like in 2017, the Magnum message was brought to the target audience through their eyes and through their social media channels.
The TV commercial on which the briefing was based and which was produced by advertising agency LOLA MullenLowe, was so decidedly spot-on that it became the starting point for the actual PR campaign. Bringing the video to life made the PR event an integrated part of the 2018 Magnum campaign. Together with Mindshare, De Beste Social Media, Bureau JEZ and Barracuda an all-around was spread throughout the Netherlands, in which Glasnost was responsible for the PR, Out of Home and Social Media strategy.
The Magnum Mansion is the place where Magnum magic is created. It opened its doors for one day only in the most famous hotel in the Netherlands, the InterContinental Amstel Amsterdam. Guests were taken on an evocative tour, guiding them through the production process and highlighting the exquisite ingredients – and were in the end given the opportunity to create their own unique Magnum. In line with the Roaring Twenties theme of the campaign, guests were submerged into the magic of Magnum for one night and got to experience a Roaring night in the Magnum Mansion.
Influencer Marketing was used to bring the campaign to life in the run-up to the event. The buzz that was generated by influencers, both online and offline, introduced their followers to the 1920s campaign and hyped a spot on the guest list.
On the day of the event, groups of dancers and musicians enlivened the city, roaming the streets in classic Rolls Royce Phantoms. Street parties sprung up randomly and new flavours of Magnum Praliné were handed out, drawing consumers in and heightening guest anticipation for what was yet to come. The one lucky winner with a golden ticket took early residence at the Magnum Mansion.
While the happenings in the city were taking place, the InterContinental Amstel Amsterdam was transformed into the Magnum Mansion. Following the storyline of the TV commercial, guests were given the opportunity to witness the creation of a Magnum. During the enchanted tour, they were shown the ingredients used. First, they witnessed the churning of vanilla ice cream. Passing through a chilled Ice Cream area, guests arrived at a chocolate-filled room where they were given the opportunity to put the finishing touches on their own personal Magnum. The activities culminated in an exuberant 1920s party that ended with a spectacular show during which the new Magnum Praliné was revealed. The party engulfed the hotel, hiding surprises in many of the rooms and hosting a secret after-party in the bar. The predominant sensation at breakfast the following morning was once again: ‘did this really happen?’
A special Instagram account was created in order to engage consumers at home directly from the Magnum Mansion. Through teasers, the hype surrounding the mystery event was incrementally built up. When the party was in full swing live content was shared on Instagram, giving consumers a peek behind the scenes of the Magnum Mansion.*
*In cooperation with De Beste Social Media
- Over 1,100 Insta Stories were posted during the Magnum Mansion night and approximately 1,500 posts mentioning the event were published online.
- The total media value exceeded € 3,000,000 and the cumulative reach surpassed 115,000,000.
- Consumer research, carried out by GfK, indicated that the Magnum Mansion–in combination with TV output–achieved uplifts in Brand Awareness (+57%), Brand Consideration (+42.6%), Brand Image (+70%) and Brand Experience (+68%)
- Over 39% of Dutch Millennials said they had recognised the campaign.
- Amber Haank Senior Consultant
- Matthijs Consultant
- Olivia de Vries Native Content Manager