STP-Magnum Pleasure Store

Magnum Pleasure Store
Pleasure is the essence of Magnum. The Chinese consumers are ambitious and confident. They lead
a very hectic life and it is becoming more stressful as the economy is continuing its transition. They
seek for a higher quality of living, which extends to the choices they make, products they buy, and
experiences they look for. They appreciate the small moments and try to put their life in order so
that there is time for a break. Often they forget to celebrate these small moments because they are
not in the frame of mind, or there isn't the time to do so. It is hard to find these environments within
a fast paced cosmopolitan city, like Shanghai. But pleasure can be found in small, personal moments,
and Magnum encourages Chinese consumers to seize these small moments of pleasure in their
hectic daily lives.
Dessert is a pleasure seeking indulgence, and so is Magnum
Building on global efforts, Unilever brought the Magnum Pleasure Store to China, but evolved the
concept to be a true experiential reflection of the brand promise. In 2014, the Magnum pleasure was
delivered through an ice cream truck touring across top tier cities, when ice cream is normally
bought at a convenient store. In 2015, we upgraded the Magnum experience to a multi-faceted
pleasure. A pleasure that you can smell, see, taste and touch. The Magnum Pleasure Store was set
up in one of the most hip, artistic, and experience-driven lifestyle shopping mall in downtown
Shanghai, the K11. Instead of your typical pop-up store, we set it up in a rooftop garden
environment offering Magnum-crafted desserts, and a make-your-own Magnum experience with a
selection of different ice cream flavors, chocolate coatings and 24 different toppings. Furthermore,
to ensure that the experience was seen as being a luxurious one, we ensured that there was always
a feeling of scarcity of the physical event, while making it broadly available in digital media.
The brand challenge was creating an experience worthy to be noticed and talked about. Pleasure is
experienced around the world differently by different cultures. For Chinese, pleasure is not planned
or predetermined; pleasure is found in simple, spontaneous, everyday moments and shared with
people who they love. At the same time, the desire for a higher standards of living and experiences,
fueled an opportunity to provide more than just a high quality product. And in China, a good
experience or product, is determined by how long the wait is. The longer the line, the better it is.
The media challenge was connecting to a Chinese audience quickly transitioning away from
traditional media such as TV, newspapers and magazines. Chinese consumers rely heavily on online
and social recommendations, of the latest events and happenings, new restaurants and bars as
reference. The more people talk about a location and share their experiences, it fuels the desire to
visit. Therefore, new media and especially mobile channels were chosen as the foundation of an
integrated communication for the digitally active generation.
How could we reach foodies, quality seekers, hip and fun crowd - and let them experience and share
a part of the Magnum pleasure? The success of the Magnum Pleasure Store relied on moving
beyond pushing ice-cream, we needed to build an experience center that allowed our Chinese
audience to indulge all their senses. Furthermore, we knew it would not be enough to trust that
organic word of mouth. How would we market and promote the pop-up store when there were so
many other choices competing for consumer's time and attention?
Our strategy had four parts:
1. Create the desire: To launch the Magnum Pleasure Store, celebrities Li Bing Bing and Chen Xue
Dong attended as Brand Ambassadors, and had their first dip in creating their own Magnums. Local
and national TV stations and online media joined to witness and experience the pleasure first-hand.
Concurrently, the Magnum's brand video directed by award winning movie director, Stanley Kwan,
was revealed and launched simultaneously on Youku, Sohu and iQiyi, the three most popular video
platforms in China.
2. Amplify the hype: By analyzing our target audience and their media habits, we selected a range of
high penetration and affinity channels such as outdoor, online, mobile and social to both reach
masses, while targeting our Chinese pleasure seekers and inviting them to the Magnum Pleasure
Store.
3. Fuel the line: Magnum partnered with China's #1 dining portal, www.Dianping.com, to reach
online and mobile audiences and deliver "pleasure" from online to offline. Dianping currently has 6
billion monthly online page views and 200 million unique mobile app users. It is the most reliable
and reputable dining search portal providing users with promotions, bookings and reviews in China.
In addition, when users searched for "Cuisine", "Dessert" categories, the Magnum Pleasure Store
listing was displayed to drive awareness and fuel the lines.
4. Spread the pleasure: Dianping users could also upload and share their rating and review so other
users could have a taste of what to expect. Magnum's official WeChat account and numerous KOLs,
and Chinese pleasure seekers also shared their experience on social networking sites, spreading the
pleasure and anticipation to visit.
We created numerous online experiences to extend the Magnum Store nationally and digitally, and
offline experiences to elevate the Magnum pleasure beyond eating just an ice cream. A virtual
Pleasure Store was created and viewed on Magnum's WeChat official account, which allows fans to
navigate 360 degree of the pleasure store to experience the store digitally. To deliver a high quality,
multi-faceted store beyond ice cream, we collaborated with contemporary and novel partners to
offer bespoke, pleasure-filled moments throughout the experience. Cross brand promotion with
China's most celebrated and artistic lifestyle brand- the Beast Shop - designed edible flower
toppings, chocolate flavor champignons and Magnum shaped flower stick. One of the most unique
and bespoke elements to creating your own Magnum ice cream. Aside from the opportunity to
create your own Magnum, other Magnum inspired desserts and drinks were designed by top pastry
chef-Louie Ye, enticing people to return and indulge in their senses.
Evidence of Results: • From April 25- May 19, 2015, the Magnum Pleasure Store was continuously
full in opening hours, with over 19,000 create-you-own Magnums, and 3,200 Magnum-crafted
desserts were sold. • 1st day of Dianping launch, 26,865 mobile users entered the APP lucky draw to
win a free, create-your-own Magnum ice cream experience at the Pleasure Store. • On Dianping
restaurants listings, the Magnum Pleasure Store ranked 2nd place under "Dessert" category on first
3 days of launch; and maintained 1st place within 2 weeks of launch, under "Food & Dining" and
"Desserts" categories. • Online and mobile video viewed over 16.5 million times within 1st month of
launch; social post reach over 10 million views. • Over 90 media broadcasts with media value
estimated at over €14.8 million euros; Media ROI 396% • Across Magnum key brand attributes:
Magnum is a brand worth paying more for, increased by 58%. Magnum tastes better than other
brands, increased by 52%. Magnum is for people who like pleasure, increased by 50%.

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Magnum Pleasure Store

Dessert is a pleasure seeking indulgence, and so is Magnum

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