Magnum pleasure store wins at Marketing Events Awards

Magnum Singapore Pleasure Store was awarded bronze in the Best Pop-Up Store category at the third edition of The Marketing Events Awards 2014, held at W Hotel – Sentosa Cove on 10 October. Awarded to temporary retail environments which drew public’s attention and were excellent in design, execution and in meeting their marketing objectives, the Magnum Singapore Pleasure Store rose above its competitors to be the only ice-cream brand shortlisted for this award.

Magnum Singapore Pleasure Store was first launched in July 2013 as an avenue to indulge Pleasure Seekers in the senses, sounds and smells of pure and unadulterated Magnum chocolate and ice cream pleasure. The store serves a one-of-its-kind experience, allowing Pleasure Seekers to customise their own pleasurable moments with Make My Magnum. 

After setting up temporary pop-up stores across Singapore at Clarke Quay, VivoCity, Raffles City and NEX Shopping Mall, the final installation of Magnum Singapore Pleasure Store was situated at Customs House Terrace, overseeing the spectacular Marina Bay waterfront against the backdrop of Singapore’s iconic city skyline. Launched in conjunction with Magnum’s 25th birthday celebration, Magnum Singapore Pleasure Store invited Pleasure Seekers for a night of celebration on 23 May 2014 and gave out over 800 Make My Magnums.

Magnum’s 25th birthday celebration continued at the store with the launch of the newest flavour variant - Magnum Marc de Champagne. With a touch of champagne and celebratory silver finish, two new dessert additions, Silver Jubilee and Over the Moon were introduced exclusively in the store. “Seize your Magnum Moment”, an augmented reality game was also created, allowing Pleasure Seekers to win Make my Magnum sampling via an interactive platform. Magnum Singapore Pleasure Store continued to generate social conversation with a series of fan contests, extending the hype around Magnum’s 25th birthday.

The store not only increased the talkability of the overall campaign for Magnum but also provided an additional touch point for Magnum to interact and build relationship with our Pleasure Seekers. The success of Magnum’s 25th birthday celebration was translated to massive coverage on both traditional and social platforms, earning over S$3 million in PR value. This award adds on to Magnum’s list of accolades, having won Silver for the Best Event for the Press/Media and Gold for the Best Digital Integration (Consumer) in the same Awards ceremony last year.

Organised by Marketing magazine, the Marketing Events Awards honours the very best in Asia’s event marketing, management and planning industry. It is the key event for event marketers and planners, recognising creative excellence, strategic marketing, and operational precision.

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