MAGNUM RELAUNCH by B\Ferraz for Magnum

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MAGNUM RELAUNCH

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Industry Ice cream & Cold desserts
Media Promo & PR
Market Brazil
Agency B\Ferraz
Creative Director Christian Sampaio, Tatiana Palladino
Art Director Murilo Martins
Copywriter Karina Borges
Account Supervisor Guilherme Bailão
Released March 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: UNILEVER
Product/Service: ICE CREAM
Agency: B\FERRAZ FULL PROMOTION
Date of First Appearance: Mar 17 2009 12:00AM
Entrant Company: B\FERRAZ FULL PROMOTION, Sao Paulo, BRAZIL
Creative Director: Tatiana Palladino (B \ Ferraz Full Promotion)
Creative Director: Christian Sampaio (B \ Ferraz Full Promotion)
Art Director: Murilo Martins (B \ Ferraz Full Promotion)
Copywriter: Karina Borges (B \ Ferraz Full Promotion)
Planning Director: Aldo Pini (B \ Ferraz Full Promotion)
Account Director: Mariana Fleury (B \ Ferraz Full Promotion)
Account Supervisor: Guilherme Bailão (B \ Ferraz Full Promotion)
Account Manager: Patricia Spinelli (B \ Ferraz Full Promotion)
Artistic Director: Pablo Fantoni (B \ Ferraz Full Promotion)
Production Director: Fabiana Lima (B \ Ferraz Full Promotion)
Operation Director: Carlos Koji Matsushita (B \ Ferraz Full Promotion)
Production Coordinator: Liliam Braga (B \ Ferraz Full Promotion)
Executive Producer: Alessandra Camara (B \ Ferraz Full Promotion)
Planning Director: Fernanda Flandoli (B \ Ferraz Full Promotion)
Media placement: ReLaunch Event: Magnum Pleasure Experience - Ipiranga Museum - 8 january 2009
Media placement: Pop Up Store: Magnum Boutique - Oscar Freire Street / São Paulo - 17 march 2009
Media placement: Promotion: “The Greatest Pleasure In The World” - POP - 10 march 2009
Media placement: Activation: Golden Stick Blitz - São Paulo's Streets - 18 march 2009
Media placement: Brand Experience And Trial: Lounge Magnum Iguatemi - Shopping Center Iguatemi/ São Paulo - 20 april 2009

Describe the objective of the promotion.
Magnum, a premium ice cream brand, was preparing its nationwide relaunch with a new concept: “Worldwide Pleasure Autority”. The change occurred because the ice cream was now being produced with new high quality ingredients, such as Belgian chocolate, which distinguished it from the competition. In its relaunch, Magnum needed to present itself in great style, be able to reach the target yet generating curiosity and experimentation.

Describe how the promotion developed from concept to implementation
Magnum Pleasure Experience: relaunch party, at Ipiranga Museum, based on the campaign concept: “It's like a royalty treatment”. Pop up store – Magnum Boutique: reinforced the concept “Worldwide Pleasure Authority” offering recipes of Magnum developed by chefs. Promotion “The Greatest Pleasure in the World”: customers that found the Golden Magnum were awarded R$100 thousand in shopping vouchers. Promo Activation: a woman walking down the streets followed by her employees carrying shopping bags. Lounge Magnum Iguatemi: upon the purchase of R$ 100 in goods at the shopping center, the customers were given an ice cream voucher for the comfortable Magnum Lounge.

Describe the success of the promotion with both client and consumer including some quantifiable results
6 months afer the relaunch, these were the outcomes: 1000 trendsetters at the relaunch party 41 thousand costumers at Magnum Boutique within 4 weeks Over 3 thousand approachs during the Golden Stick Blitz 3.8 millions of Euros in spontaneous media 7,3% of sales increase 7,1% reach of market share

Explain why the method of promotion was most relevant to the product or service
Magnum Pleasure Experience: it transformed the guests experience into a ritual, relating every moment (from the invitation to the final gift) to the stages of savouring a Magnum ice cream. Magnum Boutique: the customer experienced a true immersion into pleasures, being impacted both by the visual aspects and the flavour of the exclusive recipes. Promotion The Greatest Pleasure in the World: The winners experienced a unique experience of pleasure (purchases) sponsored by Magnum. Golden Stick Blitz: it replicated the promotion commercial, generating visibility. Magnum Lounge: it generated visibility and sampling.