BE THE KING by SPARK PHD Auckland for Magnum

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BE THE KING

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Industry Ice cream & Cold desserts
Media Promo & PR, Case study
Market New Zealand
Agency SPARK PHD Auckland
Released September 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: UNILEVER
Product/Service: MAGNUM SANDWICH
Date of First Appearance: Sep 19 2010
Entrant Company: SPARK PHD, Auckland, NEW ZEALAND
Media Director: Amanda Cater (Spark phd)
Media placement: TV And Online Partnership - C4 - 6 September

Insights, Strategy & the Idea
Our business goal: to grow MAGNUM’s market share by launching a new product MAGNUM SANDWICH aimed the 18-24 year old Gen Y group.

The communication challenge: to translate MAGNUM’s appeal to younger audiences by reinterpreting the indulgence metaphor in a more relevant way.

To get people to buy into MAGNUM extends beyond promoting product benefits, we needed to sell the idea of indulgence and get consumers to fully embrace their desire for substantial personal pleasure.
Research confirmed that MAGNUM’s current royal treatment platform did have legs for our younger target, but it came with a different set of interpretations. In the Gen Y world celebrities are the new royalty. To them, fame is not an abstract aspiration, but a credible status goal that can be achieved.

Creative Execution
Our strategy was to get young people to switch to the MAGNUM brand by leveraging their love of fame and all things celebrity - in doing so making MAGNUM SANDWICH famous.

A promotion based idea inviting people to ‘Be the King’ with MAGNUM SANDWICH utilised youth TV and social media.

Once we discovered our star, we catapulted them directly into red carpet territory.

Partnering with the NZ Music Awards we offered the ultimate celebrity prize – a VIP experience at the awards.

Content integration was key for this campaign, with our winner being interviewed live on Select Live on the day of the awards, product being featured in the build up coverage and our winner and her entourage being interviewed live on the red carpet.

MAGNUM SANDWICH’s position as the official dessert and broadcast sponsor of the NZMAs Red Carpet Special amplified the campaign and secured campaign success.

Results and Effectiveness
The launch idea was a significant success, generating results and reach in a memorable and entertaining manner.
• Magnum Sandwich drove parent brand share by 2.1%
• Magnum Sandwich outsold all Memphis skus in Nov/Dec and had greater share for the whole quarter, despite only being in market for 2 months. (Price point was at category average so did not influence share).

Marketing Director Andrea Martens commented “The Magnum Sandwich campaign exceeded all expectations and was key to the early sales success. The idea perfectly fitted the spirit of the Magnum brand as an icon of pleasurable experiences.”