To deliver 65% awareness of the ‘Magnum 7 Deadly Sins’ campaign and increase the brand health measure of ‘unique and different’. These figures are tracked by Millward Brown Australia however given the campaign is currently active, these measures are not available. Sales figures are however showing phenomenal results.“ Growth is currently +400% above estimates and the promotion will end 4 weeks ahead of schedule due to demand! The Australian public is talking about it and the trade can hardly keep up” Senior Brand Manager – Louisa Turner So, how did we place each of the M7DS executions within environments that depicted these inherent character flaws across multiple media vehicles? For television, the idea was executed in two ways. Firstly we launch M7DS in the movie ‘SE7EN’ (Blockbuster staring Brad Pitt). We placed each of the M7DS executions in the first break after the corresponding sin in the movie. We had to negotiate with the television network to re-schedule this movie so that it coincided with our launch as well guarantee first ad break after each corresponding sin.Secondly on television, we placed each of the M7DS TVCs in programs that imitated the inherent character flaws:Vanity TVC in programs like ‘Sex & City’Greed TVC in programs like ‘The Weakest Link’ Gluttony TVC in ‘food’ programsSloth TVC in ‘lazy weekend morning’ programs & SimpsonsLust TVC in programs like ‘Temptation Island’Envy TVC in programs like ‘Friends’Revenge TVC in programs like ‘Third Watch’For newspapers we again placed each of the M7DS ads in sections of the newspaper that reflected the sin. For greater impact, we ran all 7 executions within the one newspaperVanity in ‘Sports’Greed in ‘Finance’Gluttony in ‘Home-Food’ sectionsSloth in ‘TV Listings’Lust in ‘Weekends Away’Envy in ‘Weddings’Revenge in ‘World News’With the sticker campaign we identified moments when our consumers would be closest to experiencing these inherent character flaw. In the process, we developed new media vehiclesVanity stickers were placed in gyms/changing roomsGreed stickers on cash machinesGluttony stickers on confectionary vending machinesSloth stickers in video storesLust stickers in Lingerie storesEnvy stickers on prestigious shop windows ie Ferrari Shop/Jewellery Stores Finally on radio we ran a Sinners Promotion encouraging listeners to call up and confess their worst sin to win a corresponding sinful weekend Best Greed sin won a weekend to a ‘Casino’Best Lust sin won a romantic ‘dirty weekend away’Best Vanity sin won a romantic ‘weekend shopping in Melbourne’Sloth a weekend at ‘Buffy Vampire Slayer convention in Sydney’ and while they’re away someone is sent to clean their houseGluttony weekend at Ivanhoe winery for Chocolate FestivalRevenge is an extreme weekend in CairnsEnvy is weekend yacht charter around Sydney Harbour For the launch of Magnum 7 Deadly Sins (M7DS), Universal McCann recommended that 7 pieces of creative be developed, one for each of the M7DS. Only with having these 7 different executions for all media vehicles selected, were we then able to execute our MEDIA IDEA …. Place each individual M7DS execution within an environment, which depicts the inherent character flaw - greed, lust, revenge, envy, sloth, gluttony or vanity. Execution of this idea required extensive negotiations with all relevant media partners on television, newspaper, radio and ambient media. The launch of M7DS was a radically new proposition from the Magnum brand and one that had many messages to communicate. This complex proposition needed to be conveyed in a concise and dynamic manner, in order to get Magnum consumers to increase their consumption from 1 to 4 Magnums per month…not an easy task The challenge for us was to develop a media idea, which conveyed and amplified the M7DS message in a unique & different way. This was made possible through our recommendation of developing a different creative execution to reflect each of the M7DS across all media vehicles used.The idea worked perfectly… we placed each of the M7DS executions within environments which depicted these inherent character flaws ….In Newspapers for instance “Greed” appeared in finance section, “Sloth” appeared in TV listings.

The accuracy of placement for each M7DS executions, across television, newspapers, stickers & radio has generated unprecedented word of mouth. It has also resulted in M7DS currently being +400% above targets and demand is such that supplies will run out 4 weeks ahead of schedule.

For the launch of Magnum 7 Deadly Sins (M7DS), Universal McCann recommended that 7 pieces of creative be developed, one for each of the M7DS. Only with having these 7 different executions for all media vehicles selected, were we then able to execute our MEDIA IDEA …. Place each individual M7DS execution within an environment, which depicts the inherent character flaw - greed, lust, revenge, envy, sloth, gluttony or vanity. Execution of this idea required extensive negotiations with all relevant media partners on television, newspaper, radio and ambient media.