Magnum has unveiled its Playfully Magnum campaign for the latest Magnum Cookies and Cream variant through its first-ever Magnum Playground – an augmented reality (AR) experience to spark playfulness and joy amongst pleasure seekers.
The campaign and portal were conceptualized in collaboration with Vox Eureka, an award-winning public relations and digital media consultancy in Malaysia whose client portfolio include BMW Group Malaysia, Digi, Sunway Group, and Pfizer.
“We are honoured to be able to tell such compelling stories beyond traditional mediums for clients like Unilever. In these unprecedented times, it is important to cut through the digital space clutter where brands in every industry are rushing to innovate better, more creative ways to continue interacting with their consumers. With the Playfully Magnum campaign, we knew playing safe was not an option, and we are thrilled to have been able to work on such a phenomenal experience like the Magnum Playground with clients who are undaunted by the road less travelled,” said Crystalbelle Lau, Senior Director and Associate Partner at Vox Eureka.
VALIS, a Melbourne-based Augmented Reality creative agency, was then commissioned to develop the Magnum Playground. Completed in under three months, this augmented reality portal is one of the largest, most complex AR portal ever built by VALIS. VALIS has worked with many global brands like Reebok, POND’s, and Singtel, in addition to Unilever – Magnum’s parent company.
“The
Magnum Playground has given us a wonderful opportunity to push our creative
boundaries ever further – especially for a global brand that is willing to go
above and beyond to provide such a unique experience for their consumers. This
is by far the most intensive AR portal we have had the pleasure to work on, and
it only signals the beginning of, hopefully, more projects from clients who are
unafraid to take creative risks with augmented reality in the years to come,”
said Luke Cameron, Founder and CEO of VALIS
The state-of-the-art AR portal experience is hosted on WebAR, garnering over 3,500 users in less than a month since it was introduced in March.
“An augmented reality project of this scale is a regional first for the brand, and seeing it successfully come to life perfectly encapsulates what we do at Magnum – which is to encourage moments that are true to pleasure for our consumers. We also observed a significant year-on-year growth in our total gross sales value of the Magnum impulse range by 19%, which we are confident will be further accelerated by the Magnum Playground, in addition to our new Magnum Cookies and Cream offering,” said Stephanie Ng, Marketing Manager of Ice Cream Category.
In an exciting three-part journey, users navigate from one station to another within the AR portal where they will be able to interact with a custom photo and video booth that is social media-enabled and offers users an opportunity to win prizes via an Instagram competition. The mini game station also educates users on Magnum’s premium ingredients as they play the game by popping the golden balloons in-AR.
The third stop is an informational segment that plays the dedicated Magnum Cookies and Cream commercial on a big golden screen, flanked by two exquisite golden coins that direct users to the Magnum product page and a local online delivery platform for discounts when you purchase the ice-cream.
Explore the wonders of the Magnum Playground HERE.