McCann Erickson and Magnum made “Magnumize your senses” sensorial campaign in Romania that ran from July 21st till August 15th and offered to the public a unique sensorial experience, under “Magnumize your senses” slogan.
The campaign targeted the Bucharest public, from Thursday till Sunday, from 18.00 to 22.00, and consisted in an action to taste, in dark, the Magnum ice cream.
« Magnumize your senses » started from a brief in which the client wanted a provocative activation of the Magnum ice cream consumer, during summer, and create a special experience for the consumer.
The creative concept started from the benefits the brand is offering: full taste, fine cream, crispy chocolate, but also spoiling, pleasure, refinement and royal treatment. Practically, we spoiled the taste, if it is possible to concentrate only on it and to forget the rest of the senses. Knowing about the blind dinner concept, extremely known in foreign countries, we decided that a tasting session in the dark is the most fitted way to activate – spoil the consumer
Creative Partner McCann Erickson Romania
The campaign started with a PR event that gathered together over 60 journalists (TV, print and bloggers) and 13 Romanian stars. After the launch, the campaign continued with contests on blogs such as the ones owned by Cristina Bazavan, and Bobby Voicu, on the www.dietetik.ro website and others. Over 30 bloggers lived the experience and shared it in social media. Other social media components of the campaign included a special blog, a Facebook and a flickr account, but also a YouTube account.
The McCann Erickson Group team involved in the project consisted in Beatrice Iftimi – New Business Director, Adrian Botan, Ion Ludosanu, Alexandru Aron and Ion Pilat – Creative, Luciana Duma – Strategy, Beatrice Cicu, Ana Popescu, Andreea Nedelea and Dragos Vantu – Event coordination, Ruxandra Vasilescu and Sorina Iordan – PR, Ana Maria Dumitrescu and Viorel Sfetea – Digital. The client, Unilever Romania, was represented by Daniel Barbulescu – Category Manger Ice Cream, Savoury & Tea, Ruslan Romaniuc – Junior Brand Manager Ice Cream & Tea and Irina Urechean – Assistant Marketing.