Ice cream brand Magnum has integrated an innovative audio ‘crack’ into its latest out-of-home campaign in London, paying homage to the sound of its signature ‘chocolate crack’.
Devised in collaboration with Mindshare, GroupM OOH, Global, Ocean Outdoor, and DOOH.com, the multisensory campaign aims to create a ‘truly immersive’ advertising experience.
‘Nothing Cracks Like a Magnum’ will use Global’s API data feed to synchronise radio and digital out-of-home advertising, enabling listeners who tune in to Heart via DAB radio or on Global Player to hear the ‘crack’ at the same time as seeing the brand’s visual campaign on the closest participating digital screen.
“This campaign is a perfect example of our commitment to innovation in advertising. By integrating audio with OOH in a highly innovative way, we are reinforcing Magnum’s product credentials via multiple senses to maximise the impact of our creative,” said Daniel Lythgo, Magnum brand manager UK.
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The roadside campaign will be supported by further activations at Ocean Outdoor sites at Westfield London and Manchester Skylights (Printworks), as well as across TV, cinema, audio platforms, social media and digital.
Mindshare UK Unilever account director, Natasha Irwin added: “By leveraging innovative API-driven ad synchronisation, we’re ensuring that the signature Magnum cracking sound makes an impact across all media touchpoints, even in traditionally soundless environments such as OOH.”
