Bringing Ice Cream to Life in Magnum’s First-Ever Regional AR Experience
Magnum Cookies & Cream launched at a time when Malaysians were already comfortable with their stay-at-home lifestyles. They were also likely fatigued from online branded content. We were tasked to conceptualize and execute a campaign that would navigate the increasingly cluttered online space and continue to build brand trust and relevance in a time when direct engagement with consumers was still not possible. All while ensuring brand top of mind when competitors were also introducing new ice cream variants aggressively.
We had the privilege of conceptualizing and executing #PlayfullyMagnum, an Augmented Reality experience in a multi-agency collaboration. The scale of this AR project was a regional first for Magnum and was also the most intensive AR portal ever built by VALIS, the Melbourne-based Augmented Reality creative agency we worked with.
As part of the Playfully Magnum campaign, we also engaged with media friends for reviews as well as with influencers to develop specially curated content on their platforms.
See some of the content by influencers here, here, here, here and here.
The AR experience was a success: There were more than 5,400 site visits. The 10-day creative photo contest hosted within the experience saw over 140 entries, and over 330 postings using the dedicated #MagnumPlayground. Across content from our influencer squad of 19, we achieved >3.5 million impressions, >2 million in reach, >150K engagements and >7.8K story clicks. Magnum also observed a significant year-on-year growth in its total gross sales value of the Magnum impulse range by 19%.
