Magnum Pink & Black campaign triumphs at Marketing Event Awards
Each year, the Marketing Events Awards recognises and honours the very best of Asia’s event marketing, management and planning industry. It is without doubt the event that all event marketers and planners look forward to, where their creative excellence, strategic marketing, and operational precision will be given praise.
On 17 October 2013, the Magnum Pink & Black campaign brought home two awards: the gold award for Best Digital Integration (Consumer) and the silver award for Best Event for the Press/Media. The award for Best Digital Integration (Consumer) is awarded to events that showcased the best live campaigns that had a digital element to them and the award for Best Event for the Press/Media is given to the press event that was most creative in the invitation process and had a solid execution and presentation.
Build strongly on the theme of Pink & Black, Magnum inspired the media to seek moments of pleasures through fashion, dining, arts, entertainment and the ultimate Magnum Pleasure experience. The team used technology and social media as an enabler for talkability and amplification, from pre-launch to launch to post launch.
Pre-event coverage of the envy-worthy media invite kits helped raised the excitement and anticipation levels when the indulgent and luxurious invite kits were delivered to key opinion leaders who tweeted and instagram about the invite.
The launch programme and event elements were designed to indulge pleasure seekers with the ultimate Magnum Pleasure experience. The Pink & Black theme continues to feature through in the dress code, lighting and music, and fringe activities like photo wall, nail art and digital caricaturing.
The pleasure experience was also enhanced and amplified to a wider audience by integration of digital elements such as a live ‘moodometer’ and a social media wall.
The two awards won showed that the Magnum Pink & Black campaign has brilliantly in reaching out to the fans beyond traditional means and has also pulled of a successful and memorable event where everyone could say that they have enjoyed themselves. The success of the campaign also translated to massive coverage on various media platforms, reaching a total of S$1.4million in PR value from the 1,409 pieces of coverage garnered and 1,317 social media posts.
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