Magnum has debuted its pioneering 3D out-of-home (OOH) billboard across the UK, marking the release of its new ice cream flavors, Euphoria & Chill.
This innovative 3D billboard builds upon the brand’s latest commercial, The Pleasure Express, blending the realms of physical and digital engagement. It initiates a summer-long campaign supporting the new products, Magnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookie.
The 30-second immersive advertisement transports viewers aboard the enchanting Pleasure Express train, journeying towards “Wherever Pleasure Takes You,” illustrating that Magnum epitomizes the idea of pleasure worth the wait.
This campaign is described as the UK’s most extensive 3D OOH initiative to date, featuring 324 displays including malls and outdoor sites like Piccadilly Lights in London, New Street in Birmingham, Printworks in Manchester, and Liverpool Media Wall. The campaign aims to create significant social media buzz and media attention.
Daniel Lythgo, Brand Manager at Magnum UK, expressed excitement about launching this monumental campaign, which utilizes immersive 3D visuals to draw consumers into a fantastical experience reflective of the brand’s latest offerings.
“The vibrant and eye-catching displays will engage audiences across the nation, elevating their connection with our brand and keeping Magnum top-of-mind,” Lythgo added.
Jessica Rodgers, Executive Producer at DOOH, highlighted the use of anamorphic techniques in the campaign, enhancing the narrative and bringing a new dimension to the creative by extending beyond the conventional boundaries.
“This format suits the 3D DOOH perfectly, highlighting the vibrancy and grandeur that Magnum represents. By breaking through the conventional frame, Magnum not only reinforces its brand memory but also pioneers a fresh, innovative approach to advertising,” Rodgers noted.
The campaign was a collaborative effort involving LOLA MullenLowe, DOOH, and Mindshare UK, with GroupM OOH providing media planning and buying support.
On April 15th, the launch at Piccadilly Lights will be complemented by a theatrical sampling event managed by Magnum’s experiential partner, Hot Pickle. As part of extending The Pleasure Express theme, a “platform” bench will be placed near the Eros fountain, inviting the public to relax, watch the ad, and try one of the new flavors.
Tomas Ostiglia, Executive Creative Director at LOLA Mullenlowe, shared pride in the team’s significant role in this milestone for Magnum. “From the beginning, we aligned the activation closely with the overall campaign goals, matching Magnum’s ambition every step of the way,” Ostiglia explained.
Tess Domenet, Business Director at Mindshare UK, remarked on the campaign’s scale and the strategic selection of iconic sites, which enhance the striking 3D visuals. “This media strategy perfectly supports our ambition to transport people into Magnum’s fantastical journey of pleasure,” Domenet said.
Rupert Pick, Managing Partner at Hot Pickle, emphasized the synergy between media exposure and physical product experience. “Linking media to a tangible product tasting is extremely effective. We’re not just promising pleasure, we’re delivering it firsthand with Magnum’s delicious samples,” Pick concluded.
