Magnum - "Magnum Pleasure Hunt Across Amsterdam"

Brindfors MullenLowe

Brindfors MullenLowe Stockholm, Schweden

Awards

15569

Marke: Magnum
Länder: Niederlande

Werbende: Unilever

Titel	Magnum Pleasure Hunt Across Amsterdam
Agentur	Brindfors MullenLowe
Kampagne	Magnum Pleasure Hunt Across Amsterdam
Werbende	Unilever
Marke	Magnum
Datum der ersten Ausstrahlung/Veröffentlichung	2012 / 1
Geschäftsbereich	Eiscreme
Story	With Augmented Reality combined with Google maps and the iPhone’s GPS/Gyro functionality we created a phone application that allowed people, in a real life version of Pac Man, to run the streets of Amsterdam and collect the ingredients of the Magnum infinity. But instead of ghosts as in the original, the players where chased by greedy mouths trying to eat the chocolate before you. A tailor-made version for a specific city gives a more accurate experience in terms of positioning which wouldn’t be possible with a global version. This way we know exactly how the game field would look and could map out every building and street on Google maps. The result is the illusion that objects, as the greedy mouths could literally appear from behind a corner starting to chase you. The application was supported by an event, with a Magnum headquarter, where people could change their points in to a Magnum Infinity.
Problem	To further reinforce the brand promise “For pleasure seekers” and introduce a new member of the Magnum family: “Magnum Infinity”. But how do you take it to the next level if the first version “claimed” the whole Internet? You bring it to the real world.
Medientyp	Case Study
Creative Director	Patrik Westerdahl
Creative Director	Petter Lublin
Texter	Henrik Haeger
Werbeleiter	Mick Van Ettinger
Werbeleiter	Sophie Galvani
Werbeleiter	Alper Eroglu
Werbeleiter	Camilla Scognamiglio
Multimedia-Designer	Ellinor Bjarnolf
Multimedia-Designer	Rasmus Sjöborg
Other	Oscar Erlandsson
Etatdirektor	Tina Jarlerud
Kontoassistent	Lisa Flacké
Kontoassistent	Sofia Jönsson
Kundenbetreuer	Jessica Nordlund