he role of Magnum is to help Chinese consumers to achieve small moments of personal, luxurious pleasure in their hectic daily lives.

To make this brand promise come alive we create the Magnum Pleasure Store. A multi-faceted experience where you can smell, see, taste and touch various aspects of the product. The Magnum Pleasure store was set up at the rooftop garden of the hippest shopping mall in downtown Shanghai, the K11. Magnum inspired desserts and drinks were served, and guests could enjoy make-your-own Magnum with a selection of different ice cream flavors, chocolate coatings and 24 different toppings.

The communication challenge was therefore to market this experience in a way that made it noteworthy and talked about, and which convened the right values of luxury and personal pleasure.

We therefore created mechanisms of exclusivity into how we marketed the Magnum Pleasure Store.

Encouraging Online to Offline experiences

A Magnum brand video directed by award winning movie director, Stanley Kwan, was launched on Youku, Sohu and iQiyi, the three most popular video platforms in China. A virtual Pleasure Store was also created and viewed on Magnum’s WeChat official account, allowing fans to navigate 360 degrees of the pleasure store to experience it digitally.

The Magnum Pleasure Store was set up as a must-visit destination listing on Dianping. Dianping has 6 billion monthly online page views and 200 million unique mobile app users. On the 1st week of launch, a lucky draw allowed users to win a free make-your-own Magnum experience. When users searched under “Cuisine”, “Dessert” and “Districts” categories, the Magnum Pleasure Store listing was displayed to fuel the line and drive awareness. Dianping users also uploaded photos, rated and reviewed to show others a taste of what to expect.

By September 2015:

• Magnum is a brand worth paying more for, increased by 58%

• Magnum tastes better than other brands, increased by 52%

• Magnum is for people who like pleasure, increased by 50%

The Magnum Pleasure Store was continuously full, with an estimated 1 hour wait, and a total of 90,000 people visited.

1st day of Dianping launch, 26,865 mobile users participated the APP’s lucky draw to win a free, create-your-own Magnum ice cream experience. On Dianping restaurant listings, the “Magnum Pleasure Store” ranked 2nd place under “Dessert” category within 3 days of launch; and maintained 1st place within 2 weeks of launch, under “Food & Dining” and “Desserts” categories.

The Magnum Pleasure was broadcasted on over 90 media outlets with media value estimated at over €14.8 million Euros. Online and mobile video were viewed over 23.3 million times; social post reached over 11.6 million views.