Unilever: Magnum Pink and Black Launch Campaign

 

Client: Unilever
Brand: Magnum ice cream
Agency: Vserv Digital Services and Mindshare
Category: Consumer Packaged Goods
Country: Indonesia
Year: 2015

 

Campaign Summary

Known worldwide for over two decades as the ice cream synonymous with indulgent pleasure, Magnum wanted to launch two new flavours -- Magnum Pink and Magnum Black -- and create engagement around them.

Magnum intended to create a distinct personality for each of the two newly launched flavours and highlight them as ice creams for different moments. Both Magnum Pink and Magnum Black were allotted different traits that users could associate them with, depending on their own attributes and choices.

 

Objective and Context

In order to get the consensus about which of the two Magnum ice cream flavours was more sought after, the campaign’s target market – women ages 20 – 35 -- were asked to co-ordinate several actions, including shaking, swiping and tapping their phones to proceed to view the advertisement. For probably the first time ever, users were asked to kiss their phone screens to participate in an ad campaign. The simple touch sensitive functionality was modified to achieve a refreshingly new and unique method to interact with smartphones.

 

Creative Strategy

Unilever Indonesia created an innovative and interactive mobile banner for the two new flavours. Users were shown a split screen with two lipsticks: one pink and another a dark reddish black. Each side served up a few personality traits and users were asked to choose an option.

Users were then asked to kiss their phone screens after they had selected a side, This activated the phone’s multi-touch functionality and its accelerometer, and then the chosen flavour was revealed, based on each user’s individual personality. They were then encouraged to share the results with their friends and family by sending them a virtual Magnum and a kiss by entering their email addresses.

 

Results

Below are results from the campaign:

  • Unilever Indonesia invented the kiss detection technology and this was the first time it was used this to reach out to its target audience.
  • The unique quirkiness of the Magnum campaign -- along with smart banner ads -- generated 44,136 clicks with an average clickthrough rate of 1.86 percent.
  • Additionally, 4.49 percent of the users kissed the ad and engaged with it.T he campaign not only promoted the new Magnum flavours; it also created a buzz around the unique new method of interacting with smartphones.
  • More people chose Magnum Black than Magnum Pink. The objective of driving participation and engagement through mobile innovation was aptly achieved.

 


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