Magnum's "Pleasure Is Always On" campaign expanded its traditional Cannes Film Festival presence into a season-long, generation Z-targeted initiative. By leveraging influencers, digital platforms, and localized content, Magnum successfully bridged the gap between luxury and youth appeal. The campaign resulted in record-breaking engagement, a 20 percent increase in unit sales, and the highest-ever innovation share at 13 percent, effectively justifying premium pricing and attracting younger consumers.
Objective
Magnum aimed to transform its annual two-day Cannes Film Festival event into a comprehensive campaign that would appeal to generation Z consumers. The goal was to expand the brand's global campaign, increase reach and awareness, and strengthen the association between the communication concept and the product throughout the summer season.
Context
Magnum had been hosting events at Cannes for a decade, capitalizing on the festival's prominence. To make a significant impact in Turkey, the brand needed to select a guest of honor with both local and global PR value. The challenge was to create localized content that resonated with Turkish consumers while maintaining the global concept.
Target Audience
The campaign primarily targeted generation Z, recognizing their growing economic influence and distinctive buying preferences. Magnum aimed to enhance its brand image and make a long-term investment in this demographic.
Creative and Media Strategy
The campaign focused on digital platforms to reach generation Z, while also utilizing traditional press for the Cannes red carpet event. A unique strategy was developed for Magnum's new products, Starchaser and Sunlover, tailored to the generation Z audience. The campaign included a side story featuring a local celebrity showcasing two distinct looks designed by Turkish designers.
The campaign launched at the Cannes event with Hande Erçel, who has 44 percent generation Z followers, as the guest of honor. A team of influencers created buzz at Cannes with their Sunlover and Starchaser concept looks. The campaign extended throughout the summer with real-time Twitter content and a grand party in Istanbul. A 16-person "M-Bassador" squad, including popular influencers, produced high-quality lifestyle content. A commercial featuring Hande Erçel received over 39 million views, with an 8 percent view-through rate.
The campaign achieved remarkable results:
The campaign successfully translated PR efforts into sales, with fan support driving unprecedented growth. Magnum's Turkey account received 328,000 mentions from 11,000 unique consumers, and the brand organically trended with four hashtags during the Cannes period. This success demonstrated the campaign's effectiveness in engaging generation Z consumers and justifying Magnum's premium pricing strategy.
