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Integrated Experience Campaigns
// BRIEF
Launch Magnum’s summer NPDs with the UKs biggest 3D OOH campaign and a social first launch party to release their 2024 Pleasure Pass; giving consumers access to pleasure all summer long.
// RESPONSE
All Aboard the Pleasure Express
To celebrate the reveal of Magnum’s first ever 3D, live action billboard on the iconic Piccadilly Circus screen, we brought the media experience to life. Consumers were invited to sit and wait on our ‘station platform’ for the Magnum Pleasure Express to arrive and deliver a taste of their latest ice creams launch – Euphoria & Chill. Supporting the campaign in the UK is the Magnum Pleasure Pass; giving access to a curated series of events gifted to lucky to winners. To announce the Pleasure Pass 2024 launch, we invited influencers and press to a spontaneous gig in the railway arches of Kachette inspired by the TVC. Guests were taken on a journey through the themes of Euphoria and Chill and surprised with a performance by Olly Alexander, generating over 380 pieces of press coverage.
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