Cannes Lions

MAGNUM PLEASURE STORE

MINDSHARE, Milan / UNILEVER / 2016

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Overview

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Overview

Description

Ice cream is an impulse product; its purchase related to external and uncontrollable factors, as convenience and time. Therefore, consumers must be encouraged to buy it especially when near the trade, as it is one of the most important places on their purchase decision journey.

The main challenge was to provide convenience to consumers on the right time on their daily journey, and bring them to Magnum Pleasure Stores in Milan.

Execution

Users visualize campaign Interstitial and footer in-app banners on apps or m-sites. The creative invite them to save an offer on their digital wallet: “Buy 1 Magnum, Get 1 Magnum free”.

A lock screen notification will appear later.

Proximity notifications would remind users about the offer they saved, when nearby the store. Notifications helps to remind users about the store location and the offer also when they are in an area with limited visibility.

Outcome

The campaign achieved 6,77% of conversion rate (by conversion rate we understand the total number of coupons downloaded divided by the total number of clicks).

A constant optimization during the campaign resulted on a 121% of conversion rate growth:

- Increased the minimal distance from the store to send remind notifications.

- Added offer deadline to hurry consumers to redeem the ticket.

- Facebook mobile activation integrated to incentive coupon download.

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