To inspire people to indulge with the Magnum range we decided to open up a Magnum Café - an opulent lounge in the heart of Jakarta. Seated at Magnum Café, customers could enjoy pleasures like:Dipping Stations - for a taste of Magnum’s premium Belgian chocolaty goodnessMagnum Desserts - the perfect sweet treats crafted by Magnum chefs, positioning it as luxury dessert.Magnum Royal Photo Corner - a chance to be photographed dressed like royalty, giving them a feeling of sophistication and indulgence. These photos were shared on social networks and projected on the wall of a lavish shopping mall.

The campaign generated more than US$350,000 in PR value during the launchThe royal treatment at café sparked 75 conversations (blogs, posts & tweets) per hour on social Media.Magnum Café had more than 320,000 visitors in 10 monthsWithin a year Magnum value share increased from: 4% to 19.4%