Magnum Mini ice cream is positioned as the “companion of premium pleasure moments at home”. With the Magnum Mini activation campaign, we have aimed to remind our positioning and own these mini pleasure moments. It was crucial to link Magnum Mini with pleasure, and in-home consumption.

We ought to create hype and talkability by bringing both offline & online (social media) with an unmissable big idea. Our objective is to increase Magnum’s social media talkability scores and reach as many as possible in a short time both organically and through paid media.

We have made the windows of 3 buildings facing Akaretler square (one of the most popular spots in Istanbul) our outdoor channel. We decorated 24 windows with a total of 48 different moments of pleasure, as separate videos, day and night. We placed silhouettes on each window describing the moments of pleasure experienced in that house, turning the buildings into “living” outdoors. We continued the “mini-pleasure moment” experience inside the buildings; We welcomed them to the Magnum Store bar and events where they will design their own Magnums based on their own pleasures.

Magnum is a brand that associates itself with moments of pleasure in life. Magnum Mini on the other hand, is positioned as a companion of premium pleasure moments at home. We were looking for a big idea that would bring Magnum Mini and mini me-moments of pleasure at home together in people's minds, create talkability via a sharable content.

When we examined the social media relationship of today's consumer. We saw that consumers increasingly share their special moments (me-moments) and experiences through their social media accounts. Discovering and sharing something new was highly important for their self-expression. We decided to build the creative strategy on this insight and social media usage behavior. If we deliver our target group a big idea which gives them a sharable content encapsulating a new experience, they will share it.

We knew that people instantly like to share the eye-catching sights they see, chase good content to share, and follow Instagram-friendly spots in the city. Akaretler is one of a kind of popular hot spot in Istanbul and the right place to execute our idea.

With Magnum Mini, we wanted to turn moments of pleasure at home into sharable “content” that people can watch with curiosity and excitement. But how exactly can we portray an in-home experience outdoors?

We have chosen three buildings facing Akaretler square. We decorated 24 windows in those buildings. In each window, we have created a total of 48 different moments of pleasure. We placed them in silhouette videos on the windows. We have differentiated these assets for day and night. Moving images of silhouettes described the moments of pleasure. We have turned the buildings into “living” outdoors and changed Akaretler’s ambience.

In a short time, in just four weeks The House of Pleasure project achieve:

26.5M views,

678 thousand likes. (Paid + Organic)

The content published by the influencers that we work with and who have a total of 109 million followers was shared organically 19 thousand times.

The digital content we used for the announcement reached 53 million people.

Total impressions: 6.9M

Platform breakdown:

Facebook: 177K views, 2.3K clicks, 2.3m impressions

YouTube: 2.1M completed views, 4.3M impressions

TikTok: 5.6K clicks

The House of Pleasure campaign is the first of its kind in Turkey. With a relatively low budget for our year-round total marketing budget, we obtained high visibility. The House of Pleasure campaign proved that an outdoor activation campaign when it is supported with digital might bring a greater return.