Jack Morton Worldwide - Magnum Hazelnut Praline Launch

Name of Organization / Company: Jack Morton Worldwide, Singapore
Category: Award for Innovation in the Use of Events

Entry Title: Magnum Hazelnut Praline Launch

Essay:

Magnum is known as the luxury ice- cream for pleasure seekers. Pleasure was our claim to fame, a realm we owned. However, Singapore is a crowded market for luxury ice cream and in recent years, many brands have started to enter the ‘pleasure’ category - laying claim to versions of the same.

To distinguish ourselves, we went back to what made the Magnum pleasure unique - the quality ingredients that are expertly crafted for every single one of our ice- creams. This formed the basis of Magnum’s new global positioning, “Take Pleasure Seriously”.

In asking our audience to #TakePleasureSeriously, we are asking them to reconsider their approach to pleasure, so we needed to reconsider ours as well. Because we know that craftsmanship and quality are best understood through appreciation, we immersed our audience in unique, immersive experiences that highlight the care and the expert craft which Magnum puts into its products.

We created the Magnum Pleasure Boulevard, a place dedicated to the pleasure of craftsmanship where guests explored, learnt and collaborated with master craftsmen to discover what #TakePleasureSeriously means to them.

Taking inspiration from 1920s glamour, The Pleasure Boulevard is modeled after glamorous shopping arcades of global style capitals and the shopfronts of luxury ateliers that have come to represent quality and luxury. Guests are brought on a specially crafted journey that allows them to discover and get in touch with their inner artisans.

During the pre- launch, Magnum drove anticipation with Magnum ambassadors, dressed in the launch event’s theme - 1920s Gatsby, hand- delivering beautifully crafted bespoke invitation kits, to key media and influencers. Along with a box of Magnum Chocolate Hazelnut Pralines and an enclosed invitation card, guests were invited to put together their very own 1920s styled Pleasure Boulevard.

For our launch event, we created multiple experience z ones that highlighted each of the key ingredients.

The zones consisted of:

• Vanilla Workshop: Pleasure seekers took in the luxurious scent of rare Madagascan Vanilla at the fragrance lab and tried their hands at creating their own bespoke Vanilla scents to take home.
• Praline Boutique: ‘Prize- winning’ hazelnuts were picked and dropped into an ice- cream installation to redeem special prizes.
• Capture a Pleasure Portrait: In the Pleasure Studio, pleasure seekers captured themselves immersed in a stunning kaleidoscopic world inspired by Magnum’s quality ingredients and flavors.
• Cocoa Galleria: Using the finest Magnum cocoa powder, pleasure seekers expressed their love for Magnum as they drew and produced beautiful chocolate works of art. Guests got to witness famous sand artist Stacey Lee create an installation as she drew inspiration from the pleasurable, indulgent Magnum ice- cream.
• Stylized Masks: Pleasure seekers got creative and stylish when designing their own masks at the make- my- mask cart.
• Magnum Atelier: Magnum ice- creams were also presented in a new light at the Magnum Atelier as guests enhanced and dressed their Magnum ice- creams in theme giving the sticks a dapper makeover using classy drip holders.

Following the success of the launch, we extended the ‘one night’ influencer event to the public for a day, driving immediate sales.

Results:

• #1 Ice- Cream brand in Singapore by volume in April 2018
• 21.5% value in market share in April 2018 (Nielsen Retail Audit, highest ever recorded for Magnum since 2013)
• 721 pieces of coverage worth over SGD2.97 million to date in PR value (a 20% increase from 2017)
• Over 43.1 million people reached through social media and traditional media coverage
• 2948 ice creams sold at the pleasure boulevard

Attachments/Links:

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