Board the Pleasure Express with Magnum's First Ever 3D Live Action Billboard
Taking Pleasure Seekers to extraordinary new heights, Magnum has launched its first ever 3D OOH billboard in iconic locations across the UK to celebrate this year’s flavour innovations Euphoria & Chill.
The 3D billboard creates a platform to build on the success of the ice cream brand’s latest advert – ‘The Pleasure Express’ - to offer audiences an engaging blend of the physical and digital worlds, immersing them in the exciting new flavours.
The Pleasure Express 3D OOH creative kicks off the brand’s summer campaign to support the launch of NPD Magnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookie – two all-new flavour innovations designed to immerse consumers in a new world of experiences, capturing imaginations and transporting them through an uplifting journey of pleasure, wherever it takes them. With each new variant containing a delightful, surprising core and dipped in a different velvety cracking chocolate, Magnum encourages Pleasure Seekers to choose which world they want to explore and indulge in delicious layers of all-new extraordinary textures and flavours.
Pioneering a new era for the leading ice cream brand, the immersive 30-second 3D ad welcomes viewers on board the magical Pleasure Express train to journey to a station marked 'Wherever Pleasure Takes You', showcasing that Magnum is truly ‘pleasure worth waiting for’. The ad cements Magnum as a leader at the forefront of modern marketing, offering new creative possibilities to capture the imagination of their audiences.
The Pleasure Express live-action billboard will be the UK’s largest ever 3D OOH campaign - running in 324 sites including malls, D6 and four spectacular large format sites: DeepScreen by Ocean locations Piccadilly Lights in London, New Street in Birmingham, Printworks in Manchester and Liverpool Media Wall. The scale of the OOH not only provides broadcast reach, but the stunning 3D creative cuts through the everyday, and delivers ‘portals to pleasure’, taking the audience on a fantastical journey to true pleasure with Magnum.
With its larger-than-life presence in high-traffic areas, this innovative advertising solution is designed to generate buzz on social media and earn valuable media coverage.
“We are beyond excited to finally share this campaign, a first for Magnum and utilising immersive 3D creative at record scale in the UK. 3D OOH felt like a brilliant fit with our latest campaign, designed to immerse consumers in the fantastical world of our latest innovations – Euphoria & Chill. The eye-catching creative will be seen nationwide, taking that connection with our pleasure seekers to a new height and ensuring our brand is front-of mind,” said Daniel Lythgo, brand manager for Magnum UK.
Speaking in regard to the build of the 3D anamorphic ad, Executive Producer at DOOH, Jessica Rodgers said, “Anamorphic techniques give a new narrative and volume to a creative that extends the reality past the 4th wall. This new extension of storytelling adds a layer of exploration for a more compelling visual experience. This creative lends itself well to the format of 3D DOOH for the vibrance, opulence and recognition that Magnum signifies. By pushing past the frame and into our world, Magnum has cemented itself for its remembrance as a brand, but also from a new format of advertising through a new innovative technical portrayal.”
The live action campaign was brought to life through a collaborative effort from LOLA MullenLowe, DOOH.com and Mindshare UK, who was responsible for the media planning and buying with support by GroupM OOH.
The launch of the 3D OOH at Piccadilly Lights DeepScreen in London will also be supported by a theatrical sampling activation on 15th April, which will be managed by Magnum’s experiential partner, Hot Pickle. Extending the Pleasure Express theme, a "platform" bench will be installed by the Eros fountain allowing the public to kick back, watch the campaign and enjoy a free sample of one of the new flavours.
Tomas Ostiglia, executive creative director at LOLA Mullenlowe said, “We’re all very proud to have played such a significant role in this incredible milestone for Magnum. When we got the brief and put the team together, we wanted to make sure we really aligned the activation with the overall campaign, and most importantly that we matched the ambition Magnum showed from the onset.”
Tess Domenet, business director at Mindshare UK speaking about their role in charge of Media strategy, planning and buying, said, “We’re thrilled to have been a part of Magnum’s first 3D Out of Home campaign. It’s particularly rewarding that the campaign has been delivered at an unprecedented scale with such iconic sites here in the UK. It’s not just a wonderful piece of creative, the campaign also required meticulous planning to select such a high number of sites that would do justice to the brilliant 3D content. The result is a media choice that supports the campaign’s ambition – to invite people to immerse themselves on a fantastical journey of true pleasure with Magnum.”
Rupert Pick, managing partner at Hot Pickle added, “Tying media to a physical product experience, particularly when you're gifted something as tasty as a Magnum, is a complete no brainer. Not only are we promising pleasure through the ABTL, we’re delivering on it with the taste of a full product sample."
Magnum Euphoria Pink Lemonade and Magnum Vegan Chill Blueberry Cookie is available now at all major grocers.
