In conjunction with the launch of Magnum Macadamia Salted Caramel in Malaysia, Magnum has teamed up with three local M-bassadors – Amelia Henderson, Azira Shafinaz and Kittie Yiyi – to bring true pleasure to life in the form of a majestic Magnum Mansion.
CLIENT | Magnum
OUR SERVICES
- Communications Strategy
- Creative Content Collaboration
- Event Conceptualisation & Management
- Influencer Engagement
- Media & Public Relations
THE BRIEF
In 2019, Magnum launched its latest indulgence - Magnum Macadamia Salted Caramel together with its global direction of Take Pleasure Seriously, a global movements that inspire people to free themselves and be true to pleasure.
We were tasked to launch its latest flavour in Malaysia by effectively communicating #TakePleasureSeriously to its target audience - Pleasure Seekers, who aged between 18 to 35 years old and actively seek pleasure for themselves as a reward without compromising on quality.
OUR CHALLENGES
1. WHAT’S THE STORY?
New product launches aren’t uncommon. How do we launch Magnum Macadamia Salted Caramel with a story that ties back to the campaign idea of “Take Pleasure Seriously” in a newsworthy manner while bringing out the persona of the brand?
2. “PLEASURE” OFTEN ASSOCIATED WITH SOMETHING SEXUAL
How do we communicate ‘pleasure’ that carries a negative connotation in a conservative market?
3. “PLEASURE” IS MERELY A CONCEPT AND IS INTANGIBLE
How do we bring a tangible experience of ‘Take Pleasure Seriously’ that resonates with our Malaysian Pleasure Seekers to life while having it viewed in a positive light?
OUR OBJECTIVES
Launch Magnum Macadamia Salted Caramel by effectively communicating ‘Take Pleasure Seriously’ to the Malaysian Pleasure Seekers.
OUR STRATEGY
We developed a concept around ‘Take Pleasure Seriously’ that resonates emotionally with our target audience (i.e, Malaysian Pleasure Seekers) and creating fresh and positive association for the word ‘pleasure’ through the following lifestyle pillars:
THE IDEA
Take Pleasure Seriously at The Magnum Mansion
We created a platform to bring #TakePleasureSeriously to life through the collaborations with like-minded individuals, and had seamlessly use the new product as a driver for the campaign message and inspiration to create a tangible experience towards consumers.
DELIVERY
Event Conceptualisation: The Magnum Mansion
For the first time ever in Malaysia, the majestic Magnum Mansion opens its doors to Malaysians in conjunction with the launch of the all new Magnum Macadamia Salted Caramel. Magnum teamed up with three local M-bassadors - cosmopolitan explorer Amelia Henderson, De Fam’s songbird Azira Shafinaz and eccentric designer Kittie Yiyi - to represent various pillars of pleasure through an immersive experience that brings the Magnum Mansion to life.
Inspired by the taste of Magnum Macadamia Salted Caramel, the Magnum Mansion is designed to deliver superior Magnum pleasure journey to all Malaysian Pleasure Seekers.
Explore The Magnum Mansion…
THE TRAVEL CHAMBER
by Amelia Henderson
A 270-degree panoramic view indulgent journey that transport Pleasure Seekers into the pleasurable world of Magnum, inspired them to #TakePleasureSeriously.
THE FASHION CHAMBER
by Kittie Yiyi
A special collection designed by Kittie Yiyi allowed Pleasure Seekers had a great time styled up, posed and served indulgent looks in the Magnum x Kittie Yiyi walk-in closet / magic mirror photobooth.
THE MUSIC CHAMBER
by Azira Shafinaz
A silent disco inspired music chamber specially curated with Azira Shafinaz transported Pleasure Seekers to a world of pleasure as they slip on the headphones and vibed with the wave of these specially curated tunes inspired by an indulgent bite of Magnum Macadamia Salted Caramel.
#TAKEPLEASURESERIOUSLY
at Magnum Bar
What’s a Magnum Mansion without a bar? Magnum was giving Malaysian Pleasure Seekers full reigns to #TakePleasureSeriously with the chance to indulge in a limited edition designed Magnum Macadamia Salted Caramel!
Creative Drop
In September 2019, we’ve announced the arrival of the all-new Magnum Macadamia Salted Caramel on Malaysian shores! We shared the latest Magnum indulgence with our key media and influencers in a luxurious-looking, personalised Magnum box and managed to generate product visibility via social social media.
A second wave of product seeding to the relevant influencers was done after the Magnum Mansion launch event to continue to build the hype and sustain the visibility of the product on social media in the month of November.
Influencer Engagement
Throughout the launch campaign period, we’ve strategically worked with like-minded Macro and Micro influencers who embody the spirit of Pleasure Seekers that represent various lifestyle pillars to create content around “Take Pleasure Seriously” on social media.
PRE
Work with Macro influencers to introduce the all-new Magnum Macadamia Salted Caramel and showcase their #TakePleasureSeriously experiences at Magnum Mansion.
POST
Engaged Micro influencers to create sustenance noise surrounded the new product and how Magnum #TakePleasureSeriously in ensuring its utmost ice cream craftsmanship by only using premium ingredients.
RESULT
PR VALUE
RM6,274,855
Total 693 clippings across key dailies, online publications, social media and broadcast channel.
EVENT FOOTFALL
est. 500,000
across five days of Magnum Mansion in Sunway Pyramid
est. 550,000
across five days of Magnum Mansion in 1 Utama Shopping
SOCIAL MEDIA REACH
est. 4,204,481
Reach
est. 5,816,074
Impression
EXPLORE HOW WE CAN GET MAD TO BRING YOUR BRAND TO LIFE
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