Magnum’s Pleasure Auction
MUCH WILL YOU BID FOR TRUE PLEASURE?
Creative Ideation, Art Direction, Social-First Design
1 GRANDPRIX
Featured on
Awarded
4 GOLDS
Magnum launched their Double Gold Caramel Billionaire series across the globe starting in the West. When it was coming to Singapore, we knew it had landed in the perfect country - the land of the Crazy Rich Asians.
Watch this ad done by the AOR to help assist you in understanding our experiential campaign below. We were not involved in the creation of this ad.
The creative strategy behind was to lean into the pop-culture idea of rich asians - flamboyant, gold-wearing, and often seen at auctions.
We latched onto the decadent lifestyle of an asian Billionaire and created an experience for locals to live in their shoes for just a moment.
INTRODUCING MAGNUM’S PLEASURE AUCTION: THE WEB GAME
Our web game invited locals to bid for prized items from charms to iPads, to skateboards and scooters, by collecting Magnum coins through simple missions.
We worked with local influencers (via PR collab with Golin) to host unique gifts such as baking workshops and perfuming creation, and collaborated with artist Tiffany Lovage to create a social game masked as an art piece.
EAT ICE CREAM, EARN GOLD COINS, AND BID FOR AN iPAD.
We designed and developed over 2000 Magnum branded items. Plus, a brand partnership with Maison G21 to create perfumes, candles and hand sanitisers inspired by Magnum flavours.
And created a series of social ads on Facebook, Instagram, and Youtube, to invite locals to join in on the game and auction.
Amazing results: In less than 2 weeks, we sold out all 2000 items, with locals engaged in heated biddings all through dawn, crashing the site a few times!
