Magnum launches its first ever 3D, live action billboard to promote Euphoria & Chill ice cream flavours

Magnum has launched its first ever 3D OOH billboard in locations across the UK to celebrate its latest flavours Euphoria & Chill.

The 3D billboard creates a platform to build on the ice cream brand’s latest advert – The Pleasure Express - with the aim of offering audiences an engaging blend of the physical and digital worlds.

The Pleasure Express 3D OOH creative kicks off a summer campaign to support the launch of NPD Magnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookie.

The immersive 30 second 3D ad welcomes viewers onboard the magical Pleasure Express train to journey to a station marked “Wherever Pleasure Takes You”, showcasing that Magnum is truly ‘pleasure worth waiting for’.

The live action billboard is pitched as the UK’s largest ever 3D OOH campaign - running in 324 sites including malls, D6 and four spectacular large format sites: DeepScreen by Ocean locations Piccadilly Lights in London, New Street in Birmingham, Printworks in Manchester and Liverpool Media Wall.

The solution is designed to generate buzz on social media and earn media coverage.

“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 fantastical world of our latest innovations – Euphoria & Chill,” says Daniel Lythgo, Brand Manager at Magnum UK.

“The eye catching creative will be seen nationwide, taking that connection with our pleasure seekers to a new height and ensuring our brand is front-of mind.”

Executive Producer at DOOH, Jessica Rodgers, says: “Anamorphic techniques give a new narrative and volume to a creative that extends the reality past the fourth 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. 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.”

The live action campaign was brought to life through a collaborative effort from LOLA MullenLowe, DOOH and Mindshare UK, who was responsible for the media planning and buying with support by GroupM OOH.

The launch of the 3D OOH at Piccadilly Lights DeepScreen in London will also be supported by a theatrical sampling activation on 15th April, which will be managed by Magnum’s experiential partner, Hot Pickle.

Extending the Pleasure Express theme, a "platform" bench will be installed by the Eros fountain, allowing the public to kick back, watch the campaign and enjoy a free sample of one of the new flavours. 

Tomas Ostiglia, Executive Creative Director at LOLA Mullenlowe, says: “We’re all very proud to have played such a significant role in this incredible milestone for Magnum.”

“When we got the brief and put the team together, we wanted to make sure we really aligned the activation with the overall campaign, and most importantly that we matched the ambition Magnum showed from the onset.”

Tess Domenet, Business Director at Mindshare UK, says: “We’re thrilled to have been a part of Magnum’s first 3D Out of Home campaign.”

“It’s particularly rewarding that the campaign has been delivered at an unprecedented scale with such iconic sites here in the UK. It’s not just a wonderful piece of creative, the campaign also required meticulous planning to select such a high number of sites that would do justice to the brilliant 3D content.”

“The result is a media choice that supports the campaign’s ambition – to invite people to immerse themselves on a fantastical journey of true pleasure with Magnum.”

Rupert Pick, Managing Partner at Hot Pickle, says: “Tying media to a physical product experience, particularly when you're gifted something as tasty as a Magnum, is a complete no brainer. Not only are we promising pleasure through the ABTL, we’re delivering on it with the taste of a full product sample."