How one golden integrated idea sold 130 million ice-creams (2012)
Campaign: How one golden integrated idea sold 130 million ice-creams
Brand: Magnum Gold?!
Entrants: Lowe and Partners, Lola Madrid
Principal Authors: Erwin Flores - Lola Madrid, Jane Dorsett - Lowe and Partners, Mihir Warty - Lowe and Partners
Credited Companies: Mindshare - Media Agency, Lowe Brindsfor - Creative Agency, Golin Harris - PR Agency, Unilever - Client
To launch Magnum Gold?! as a global product, this fully integrated campaign engaged consumers in a product launch that leveraged celebrities in a fresh new way, from a spoof trailer of an action Hollywood blockbuster to ground breaking face-texturing techniques allowing consumers to star in their own Hollywood heist videos. The campaign blurred the lines between cinematic content, advertising, experiential marketing and digital, and delivered record brand growth. In total it sold 130m Magnums globally, which was 55m ahead of target, delivering incremental revenue of €37.9m and payback of €1.41 for every €1 invested.
A lovely example of a fully integrated campaign that achieved global success for this new product without cannibalizing others in the portfolio. The judges particularly liked the exciting use of channels, the blurring of the boundaries between entertainment, social and advertising.