Cannes Lions

ICE CREAM

B\FERRAZ FULL PROMOTION, Sao Paulo / UNILEVER / 2010

Overview

Entries

Credits

Overview

Execution

Magnum Pleasure Experience: relaunch party, at Ipiranga Museum, based on the campaign concept: “It's like a royalty treatment”.Pop up store – Magnum Boutique: reinforced the concept “Worldwide Pleasure Authority” offering recipes of Magnum developed by chefs.Promotion “The Greatest Pleasure in the World”: customers that found the Golden Magnum were awarded R$100 thousand in shopping vouchers.Promo Activation: a woman walking down the streets followed by her employees carrying shopping bags.Lounge Magnum Iguatemi: upon the purchase of R$ 100 in goods at the shopping center, the customers were given an ice cream voucher for the comfortable Magnum Lounge.

Outcome

6 months afer the relaunch, these were the outcomes:1000 trendsetters at the relaunch party41 thousand costumers at Magnum Boutique within 4 weeksOver 3 thousand approachs during the Golden Stick Blitz3.8 millions of Euros in spontaneous media7,3% of sales increase7,1% reach of market share

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