MAGNUM CANADA LAUNCH CONTEST
CREDITS
Client: Unilever Canada
Role: Digital Copywriter
Art Director: Jamie Cordwell
Creative Directors: Nancy Vonk/Matt HassellMagnum Ice Cream, a Unilever Canada brand, has now become renowned for pleasure and ice cream decadence.
However, back when Unilever Canada launched the ice cream brand—its new crown jewel ice cream brand in Canada—they sent RFPs to several Canadian agencies, including Ogilvy & Mather.
Unilever’s challenge: successfully introduce Magnum Ice Cream Bars to “Canadian pleasure seekers” and reinforce that “a day without pleasure is a day lost”.
Oh, and P.S.: also break the dominance of an entrenched market leader while being sold at a higher price.
While Ogilvy & Mather focused on an above-the-line campaign, as the lead Digital Copywriter at OgilvyOne, I leveraged Ogilvy’s creative approach and was responsible for all of the online collateral, including the Facebook page (with the contest mechanic at every stage of the contest), Facebook and digital ads, takeovers, and a contest microsite.
Award Submission Video
Results:
Not only was the “Search for the Magnum Heir” campaign executed exactly as pitched to Unilever (even the Baron’s name was unchanged), it far surpassed all of our clients’ objectives.
Furthermore, the campaign won several awards, was a finalist in the Effie Award’s David Vs. Goliath Brand Launch category, and made it to second place on the mashable.com top 10 contests of 2011.
Just want big numbers?
86% Increase in Share Gain
26% Decrease in Competitor’s Share
Won Several Awards, including a Silver at the Promo Awards
Digital Ads
Facebook Contest Pages
