Making an Old Ice-Cream Brand Sexy

Magnum's Online Licking Contest to Find Miss Magnum

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Brand: Magnum
Brand Owner: Unilever
Category: Food
Region: Netherlands
Date: May to September 2006
Media Agency: Naked
Other Agencies: S&J Amsterdam
Media Channels: Mobile, print, out of home, ambient, radio

The core Magnum ice cream flavors of chocolate, almond and white chocolate needed a boost, and the brand needed to become a talked-about, provocative product. The insight that drove this campaign was the fact that the target audience enjoyed watching other people, and having other people watch them.

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The aim was to connect with adults ages 20 to 35 years old and drive sales but within a brand environment.

The medium that achieved all this was a competition allowing women to share their moment of indulgence by filming themselves while they ate a Magnum ice-cream bar. If they wanted to become Miss Magnum they would have to lick their ice cream in a particularly sensuous manner. And the prospect of seductive licking was guaranteed to attract a male audience as well.

At the heart of the campaign was the Miss Magnum website, where the audience could upload films, watch other people eating Magnums and vote for the best.

To encourage women to take up the Miss Magnum challenge, a booth traveled across the Netherlands generating films for the website. Print, radio and outdoor also promoted the Miss Magnum competition and drove consumers online by challenging them to prove they were the real thing.

Ambient drops of lingerie in parks and train stations also helped to drive the intrigue behind the activity, while a Maison Magnum at festivals added an element of luxury for people who entered the competition.

More than 125,000 people have visited the website and 650 women recorded their films in the booth tour. Sales figures are expected to show a year-on-year increase.

The Miss Magnum site was also by far the most popular site among Unilever group OLA's online offerings.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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