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Hot Pickle

Core disciplines: Brand Activation, Events, Experiential marketing

 

MAGNUM LONDON

Painting the town Pink and Black

 

 

Challenge

Hot Pickle has worked with Magnum since 2012, developing the Magnum Pleasure store concept on a global scale.  In 2015, Magnum challenged us to take over London in unmissable ways during peak ice cream season to announce the launch of the new Magnum Pink and Black.

Solution

We activated three major experiential activities, in three iconic London landmarks. Magnum took over Regent Street for a day, turned the London Eye pink for a night and brought the Magnum Pleasure Store to Covent Garden.

Regent Street was draped in one hundred 6m long flags for the three weeks leading up to the street’s Sunday Magnum extravaganza. Framing the north entrance of Regent Street stood the ice-cream dipping bar and behind that followed a host of visual and interactive delights.

Magnum also lit the London Eye pink in response to an online social media campaign.  As hoards of crowds watched on, they were entertained by live music and performers and treated to 15,000 Magnum samples.

Completing the takeover, Magnum opened the Pleasure Store in Covent Garden in July. From the first week the store was mobbed, encouraging the brand to extend the activity period beyond the planned nine weeks. With this concept, we ripped up the experiential rulebook. Proving that consumers will pay for marketing led activity, if it’s “worth it”. With regular queues snaking around the plaza and last over 45 minutes, the Magnum Pleasure Store Concept has shown, the world over, that marketing pays!

 

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