Magnum DM PLEASURE HUNT by Lowe Brindfors Stockholm

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Industry Ice cream & Cold desserts
Media Direct marketing
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Petter Lublin, Patrik Westerdahl
Copywriter Henrik Haeger
Account Supervisor Tina Jarlerud, Pia Stenberg
Released April 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: UNILEVER
Product/Service: ICE CREAM
Date of First Appearance: Apr 13 2011
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Entry URL:
Art Director: Patrik Westerdahl (Lowe Brindfors)
Art Director: Petter Lublin (Lowe Brindfors)
Copywriter: Henrik Haeger (Lowe Brindfors)
Strategy Director: Oscar Erlandsson (Lowe Brindfors)
Account Supervisor: Tina Jarlerud (Lowe Brindforsl)
Account Supervisor: Pia Stenberg (Lowe Brindfors)
Digital Director: Mårten Forslund (Lowe Brindfors)
Digital Producer: Lisa Flacké (Lowe Brindfors)
Digital Producer: Sofia Jönsson (Lowe Brindfors)
Technical Producer: Tobias Löfgren (Lowe Brindfors)
Designers: Ellinor Bjarnolf/Rasmus Sjöborg (Lowe Brindfors)
Production Company: B-Reel (B-Reel)
Production: B-Reel (B-Reel)
Sound Design: Plan 8 (Plan 8)
Media placement: Web - Online - 13 April 2011

Describe the brief/objective of the direct campaign.
The Pleasure Hunt is the online launch of the Magnum Temptation ice cream. It’s a classic platform game, but with a slightly larger platform than usual: we used the Internet.
We teamed up with real international brands and made unique scenarios on their sites. The Pleasure Hunt is a fully interactive experience where you collect chocolate bonbons (the main ingredient in Magnum Temptation) across the Internet.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We did something that has engaged people for decades: a platform game. But we expanded the platform a little. We used the Internet. We teamed up with real brands and made unique scenarios on their sites. The Pleasure Hunt is a fully interactive experience where you collect chocolate bonbons (the main ingredient in Magnum Temptation) from one well-known site to another. The high score list at the end encourages you to share your score in social media and challenge friends to beat it, which spreads the word of the Pleasure Hunt across the world. Website banners alerted people to the game.

Explain why the creative execution was relevant to the product or service.
The target audience, Pleasure Seekers, loves video games. The idea flirts with the classic games that many in the target audience have grown up with. It takes place online, where Pleasure Seekers spend much of their time, on sites they are used to but with new and different content.
The idea brings Magnum’s positioning “For Pleasure Seekers” to life. It’s focused on the product and its main ingredient (bonbons), making the product the hero of the activity.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
When this is submitted the site has only been soft launched. The planned strategy of releasing in the Magnum Facebook group hasn’t been executed yet. Even so, in its first week the Pleasure Hunt had 1,038,573 visitors, spending an amazingly average of 7.58 minutes on the site, and 129,250 clicks from Facebook shares. On Thursday April 14, 2011, it was the most tweeted URL in the world. Without spending any money on media the word is out. So the task to engage the target audience and get them to share in social media has clearly been achieved.