BEST LONG TERM EVOLVING CAMPAIGN

TITLE: Magnum – Play It Again Sam
AGENCY: Universal McCann
CLIENT: Unilever

OBJECTIVES
Unilever presented Universal McCann the two-year challenge of reinforcing Magnum’s position as the ultimate indulgence for women. In 2007 it targeted brand sales growth of 8% and building its indulgence measure from 37% to 40%. In 2008 it sought to grow sales by another 8%, push its indulgence measure to 46% and double the number of competition entries to 78,000.

CAMPAIGN
The “Rated M” idea was introduced in 2007 to link Magnum with the indulgence of movies. The concept evolved in 2008 to “A Night of Worship” for the launch of Ecuador Dark.

Ads were placed in movie-related environments such as film editorial, outdoor in and around cinemas, sponsorship of TV movies, and around search terms such as “gold class”.

The campaign was supported by a consumer promotion built around brand experience, which saw a free upgrade to Gold Class at the movies on purchasing a Magnum.

RESULTS
While sales for 2007 easily surpassed the target, the following year’s increase was 94% greater, hitting 19.8% in 2008. The brand’s indulgence measure also rose, from 44 in 2007 to 48 in 2008, exceeding its targets. Gold Class promotion entries soared by 233% in 2008 to 130,000.

Judges’ comments
The Magnum's 'Play it again Sam' campaign ticked all four elements – an evident link between the task for communications and demonstrable results, a clear insight and clear idea platform, flawless execution and finally, the theme for the Awards, evolution. The campaign is a true signal of evolving work.