Creativity - Magnum Ice Cream Advertisement

Five creative Ideas for Magnum

 

Brand Background

Magnum was launched in the UK in 1987, and it was the first handheld ice cream targeted as a premium ice cream for adults. Magnum is now sold in over 50 countries worldwide. (Unilever)

Current Customer Profile

The typical Magnum consumer is a heavy Facebook user and digital media consumer. The target audience for Magnum is people between 15-35 years old, who have a love of chocolate and ice cream. These consumers value and enjoy the moment of consumption.(Cream inspring innovation)

 

One of Magnum's advert : Magnum royal treatment

Key words: posh, beautiful young lady, delicious, chocolaty, relaxing, pleasure, quality.

The USP of Magnum is the enriching experience of chocolate indulgence. The royal connotations lift the magnum brand.

 

                           

Idea One: Billboard Advert

 

Target Audience: Adult male (aged 20 to 35)

 

Lifestyle: Man with a girlfriend or wife.

 

The concept of the advert is caring, this will appear to a young male audience eager to woo women.
 

It will feature a couple walking into shot, it is very sunny and the man is holding an umbrella for the lady whilst she is eating a magnum. The lady's face expression will be like this:

She is really enjoyed the ice cream and the man is very proud to make his lady happy, his face will be a little bit like this:



Channel: outside football stadiums, phone boxes, bus-stops, sides of busses, train station and underground walkways.

Idea Two: Magazine Advert

Target Audience: Middle age women

Attitude to life: seeking for the quality of life. Middle age women with higher income.

Treat yourself. The ad could be displayed in Waitrose magazine, the concept consists of a magnum ice ream with a crown, pearl necklace and a corgi, and the tag line treat yourself.

     Idea Three: Promotional Plan

Idea Three: Teach you how to make special magnum dessert. As feature piece in Waitrose magazine a special luxury dessert could be designed with magnum as the main ingredient.

 Channel: Waitrose or M&S’s magazine. Cookery book. 



 

 

Idea Four: Online Game

Target Audience: Teenagers

 

Lifestyle: studious, playful, love to eat sweets, fun loving.

 

In fact, magnum has just launched a creative online game called ‘pleasure hunt’. (Here is the game link http://pleasurehunt.mymagnum.com/) The game allows players to control the character – a pretty woman in chocolate brown dress – taking her across a series of different websites where her goal is to collect as many chocolate bonbons she can in the least amount of time. The reward is one delicious Magnum ice cream. Have you played? I would suggest not to! It is a fun and long game, but you could play much better games on your Ipod or Ipad. I have just played it and my laptop died. Perhaps a interactive competition would be better than a time consuming game. Also we know that students are often tight on money therefore we need to give them a reason to choose the magnum brand over a cheaper alternative.

Concept: A virtual box with a combination lock is created, codes on magnum sticks can be entered in an attempt to crack the code. For every wrong guess a magnum is added to the box, winner takes all, plus a luxury magnum world tour. (MarketingHub.me)

 

 

Channel: Social Media such as Facebook and Twitter

 

 

 

                  Idea Five: TV Advert

Target Audience: Families (Parents with young kids), households with higher income, full time employees who enjoy spending time with their families at the weekend.

For this concept the advert needs to be fun, and it also needs to involve a family with which the target audience can relate to. This advert will be shown in full colour with warm summery hues. The advert is a playful interpretation of rivalry between families picnicking in the park, the magnum consumers are treated like royalty as they enter the park with a fan-fare, the other families look on enviously.

 

Reference List

MarketingHub.me (2011) Magnum launches the Pleasure Hunt campaign with a creative online game [Online] Available from: http://marketinghub.bayt.com/handpicked-articles/magnum-launches-pleasure-hunt-campaign-creative-online-game [Accessed 5th December 2012].

Cream inspring innovation (2011) Local Based Coupons [Online] Available from: http://www.creamglobal.com/17798/29430/location-based-coupons- [Accessed 5th December 2012].

Unilever (no date)  Indulge with the tempting Magnum range – combining thick, cracking chocolate and smooth delicious ice cream. [Online] Available from: http://www.unilever.co.uk/brands-in-action/detail/Magnum/298343/- [Accessed 5th December 2012].