MAGNUM GOLD BAR?! by Target for Magnum

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MAGNUM GOLD BAR?!

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Industry Ice cream & Cold desserts
Media Promo & PR
Market Israel
Agency Target
Creative Dovev Blanc
Producer Sivan Yaul
Released July 2010

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: UNILEVER
Product/Service: ICE CREAM
Agency: TARGET-MARKET
Date of First Appearance: Jul 12 2010
Entrant Company: TARGET-MARKET, Petach Tikva, ISRAEL
Co Chief Executive Officer: Miri Sinai (Target Market)
Chairman/Co Chief Executive Officer: Eitan Azta (Target Market)
Executive Vice President: Nadav Sharabi (Target Market)
Vice President Creative & Planning: Naftali Yechilzuke (Target Market)
Experiential Marketing Manager: Helen Danny (Target Market)
Project Manager: Eti Zangori (Target Market)
Producer: Sivan Yaul (Target Market)
Marketing Manager: Sharon Bar-Oren (Strauss Ice-Cream (Unilever))
OOH Marketing Manager: Keren Apel (Strauss Ice-Cream (Unilever))
Magnum Brand Manager: Hila Aplert (Strauss Ice-Cream (Unilever))
Interior Designer: Einat Zuzovsky (Mock Up Studio)
Operation Manager: Arik Dertler (Target Market)
Creative: Dovev Blanc (Target Market)
Media placement: TV Campaign - Channel 2 / 10 / 24 - 12 July 2011
Media placement: Print Campaign (Magazine) - Pnai Plus / Hachbar Haeer / Rating - 8 July 2011
Media placement: Web Site - Web - 12 July 2011

Describe the objective of the promotion.
To set apart the Magnum Gold as the premium ice cream bar and make Magnum the talk of the town!

Describe how the promotion developed from concept to implementation.
The Strategy:
To be the global icon for adult chocolate pleasure (with the background of launching the new Magnum Gold Flavour).

The BIG IDEA:
A Pop-Up Bar: Magnum Gold Bar.
It's going to be the Hip & Cool place to be for pleasurable people!

The Implementation:
The location: Tel Aviv pier - a bustling gateway and happening nightlife scene.
The Design: a golden vault room with a huge Gold bar in the middle.
The Experience: a spectacular dance show with a special Gold theme,

Choreography.
The Promise: a hand-made limited edition mini-Magnum, complete with a selection of flavours and toppings.

Explain why the method of promotion was most relevant to the product or service.
Magnum it's not a product – it's an idea.
The only way to express ideas is by experiences.
Magnum Gold Bar was THE place to feel the experience of Magnum: Hip, Cool, desirable, pleasurable…
We offer something you can't get anywhere else: hand made mini Magnums. That's something only Magnum can offer – it is priceless.
The campaign was the essence and core of the brand's activities, and won recognition as one of the top Israeli foods. The campaign also set Magnum far and apart from its rival, and uplifted it to a new category of luxury and prestige.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Traffic: 60,000 visitors in 14 days!
- Buzz: a PR media exposure roughly estimated at 250,000$
- Brand Perception: Annual post-event researches reinforce the brand's perception of premium positioning and quality.
- Recognition: the Israeli SUPERBRANDS announced that Magnum is ranked fourth in “The Best Quality brand” list, right after Rolex and Nike and ahead of Google, Mercedes, Coca-Cola, Sony and BMW.