Magnum has launched a new 3D OOH billboard in iconic locations across the UK, including Piccadilly Lights, in order to celebrate its new flavour innovations, Euphoria and Chill.
It is the largest ever 3D OOH campaign to appear in the UK, and will run in 324 sites including shopping centres, London’s Piccadilly Lights, Birmingham’s New Street, Manchester’s Printworks and Liverpool’s Media Wall.
Created by MullenLowe, the larger than life billboard aims to provoke broadcast reach and builds on the success of Magnum’s ‘The Pleasure Express’ campaign, to offer audiences an engaging blend of digital and physical worlds.
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It kicks off the brand’s summer campaign to launch NPD’s Magnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookies, with Magnum encouraging Pleasure Seekers to choose which world they want to explore and indulge in delicious layers of all-new extraordinary flavours and tastes.
It builds on Magnum’s previous messaging around pleasure, with a humorous campaign in January telling the story of a long-term relationship unravelling after a woman’s boyfriend buys off-brand Magnum’s rather than the real deal.
“We are beyond excited to finally share this campaign, a first for Magnum and utilising immersive 3D creative at record scale in the UK. 3D OOH felt like a brilliant fit with our latest campaign, designed to immerse consumers in the fanatical world of our latest innovations – Euphoria and Chill,” said Magnum UK brand manager Daniel Lythgo.
DOOH executive producer Jessica Rodgers added: “Anamorphic techniques give a new narrative and volume to a creative that extends the reality past the 4th wall.”
“This new extension of storytelling adds a layer of exploration for a more compelling visual experience. This creative lends itself well to the format of 3D DOOH for the vibrance, opulence and recognition that Magnum signifies,” she continued.
“By pushing past the frame and into our world Magnum has cemented itself for its remembrance as a brand, but also from a new format of advertising through a new innovative technical portrayal.”
