The presentation will take you through case study with the prospective of Digital Marketing and visual psychie related to the visual advertisments by the brand. This presentation of case study was made by the above stated group members as a part of assignment submission at Bridge School of Management, Gurgaon. The examples and visuals quoted here are taken from various sources of internet and not produced by self. This is for educational purpose only and shall not be published with authority before taking permissions from various sources used in the presentation.

2. About the Brand

3. The ice cream today known as
Magnum was developed in Belgium
at the Ola laboratory (Baasrode) in
cooperation with the Belgian
chocolate producer CALLEBAUT and
released in Germany in January 1989
as an UPMARKET ICE CREAM for the
existing Nogger brand.
The Brand is
currently owned by the
British/Dutch Company UNILEVER.

5. Target Group -
14 to 45 years old
Income Bracket -
very versatile
( hence they are working on desire rather than need )

6. Target Group -
Behavioural Segmentation
Loyal Customers
Wants premium Quality Ice Cream
Loves to send on style quality, brand Value, status etc

7. POSITION
Magnum: According to Euromonitor, which
supplied the data for our list, the brand’s Belgian
chocolate-drenched ice cream bars racked up
$2.54 billion in sales in 2015. That’s up 8% over
2014 and some $450 million more than
second-place Häagen-Dazs. Unilever has
expanded distribution of the brand from its
stronghold of Europe into the U.S., China and
India.
Source: forbes.com

8. OPPORTUNITY
PREMIUM BRANDS OF ICE CREAM
are fast gaining popularity in INDIA
With brands like HUL, AMUL,
Mother Dairy fueling consumer
demand with HIGH MARGINS &
HIGH PRICED Products
Source-Economic Times

9. Marketing Strategy
CREATE IMPULSE FOR PEOPLE TO
TRY MAGNUM ICE CREAM
MARKETED AS AN ADULT
INDULGENCE BRAND WITH A TOUCH
OF SEX APPEAL
COMMUNICATE THE ROYALTY/
PLEASURE THEME OF THE BRAND

10. social media presence

11. instagram page

12. facebook page

13. youtube page

14. INBOUND STRATEGIES

15. CONVERSATIONAL RATE
KPI

16. This user group accesses
Twitter largely from their
smartphones, tweets a lot
through the day, and a lot
of times, these tweets also
include pictures.
by using the hashtag
#pleasure patrol
to promote - launch
target audience - male and
female smartphone users in
Mumbai ( 20 - 35 years )

17. use the hashtag,
tweet,
and get a free magnum
user experience
product amplification
publicity

18. APLIFICATION RATE
KPI

19. HUL launched Magnum in India in
February 2014.
The Magnum Pleasure Patrol was an
activation executed as a part of the
Magnum Launch.
Over 2000 people across Mumbai &
Pune got to sample Magnum from
22nd February - 24th February 2014.
A branded luxury vehicle visited
gourmet cafes, malls and heavy foot
fall areas with an emcee and camera
crew capturing people's reactions
after their first bite of the Magnum
icecream.

20. #pleasure patrol

21. Leveraging mobile to reach out to
consumers
The idea was to create a rich
media mobile ad campaign that
would allow the user to directly
tweet from within the mobile ad.
The mobile ad campaign was part
of an all-encompassing marketing
strategy that included both ATL
and BTL executions.

22. However, this mobile ad campaign would
provide the platform to quickly reach out to a
large user base and create awareness.
It would also get them talking about the brand
instantly with tweets and pictures and
maximize their participation in the Twitter
contest.

23. Advertisement Analysis

24. APPLAUSE RATE
KPI

25. dissection of the advertisement
wardrobe background colour
font
celebrity

26. celebrity
wardrobe emotive words

27. Magnum came up with a two-phase campaign strategy
that would allow taking the product to the masses in a
controlled manner.
The first phase offered exclusivity. To prioritize
distribution for the product, the brand asked people to
tweet for “limited” Magnum Infinity to be distributed in
their city.
The city with the most tweets will get to try the limited
Magnum Infinity first. By doing this, each tweet
represented a chance for his or her city to try the
product first before everyone else.
PHASE1

28. To sustain excitement and drive sales, Magnum
launched phase two of the campaign where
consumers’ tweets earned them a chance to go
on a trip to London.
The person who collects the most points wins.
To participate, one can either tweet or buy the
product and put in the unique code on the site.
PHASE2

29. By providing consumers an interface to tweet
from within the ad,
the campaign got them talking about the
brand and their experience with Magnum
Infinity.
It helped Magnum successfully reach out to
its intended target audience and create a
buzz among them about Magnum Infinity.
It helped them ensure continuous user
engagement and increase overall brand recall
for Magnum Infinity at every step of the
campaign

30. shifting of hashtags

31. Brand ambassador or rather pleasure
ambassador Kareena Kapoor Khan has been
roped in to urge consumers to get
#LostinPleasure through a selfie campaign.
The month-long contest is asking people to
send in their selfies with a Magnum ice cream
stick in hand, and a creative reason to why
Magnum gets them lost in pleasure.

32. The top 5 most creative and good looking
selfies shall win a chance to meet Kareena
and take a Selfie with her.
The Selfie of the winners with Kareena shall
also be featured in the Times city editions.

33. A dedicated microsite has been created
for the selfie campaign. Powered by
Facebook and Twitter logins, the
microsite serves to share your entries as
well as showcase all the submitted
entries in the gallery section.
The Magnum India Facebook and
Twitter pages are busy promoting the
contest with interesting visuals.
source : http://lighthouseinsights.in/magnum-lostinpleasure-social-media-campaign.html/
http://lostinpleasure.mymagnum.co.in/

35. While they were offered their
idea of pleasure be it a day at
the spa or unlimited shopping,
they were put through the
Magnum Pleasure test that
required them to choose
between Magnum or their idea
of pleasure, after having
tasted a little of it..
Understandably, all resistance
failed while Magnum scored
on the test.

36. CREATION OF DESIRE

37. Nevertheless, emphasising the pleasure
benefits of the product has been executed
well with the help of short videos, and is
always a notch above the
regular 30-second TVC.

38. https://www.youtube.com/watch?v=7PPoeAZjIOc
https://www.youtube.com/watch?v=wiCvL3arnps

39. Marketing Activation & Mediums
OUTBOUND
Interruptive Ads On Youtube
Out door Marketing
Mall Activations
Billboards/Hoardings
High End Pop Up Stores
Premium Ad Slots Across TV Channels

40. https://www.youtube.com/watch?v=t6yAZ91V0kw

42. OUTBOUND SUMMARY WORLD WIDE
Magnum strategy worldwide in our opinion is working
mostly outbound and is pretty evident with
their ATL Activities and OOH (Out Of Home)
Campaigns.
The brand Magnum connects with well
travelled people as branding is created by the
brand all around the world as its currently
present in Europe, North America, Asia &
Australia.

43. Outbound KPI
As we know now its not very easy to measure KPI’s in
Outbound Marketing
HYPER LOCAL ACTIVITIES CAN BE MEASURED
SPIKE IN SALES IN CASE OF A PRODUCT LAUNCH
SPIKE IN FOOTFALLS ETC.
SOME EXAMPLES:

44. Thank You