Service Category: 360 Integrated Campaign Fulfilment, Events
After the successful launch of seven different ice cream flavours, Wall's introduced Magnum Gold as its latest premium variant, ‘An Ice Cream As Good As Gold’.
The aim was to create excitement around the brand and to increase the amount of people consuming the product. Additionally, as the campaign was regional, the work needed to be accurately localised.
RedWorks localised the regional assets in order to make them applicable for the Indonesian market.
RedWorks created a concept featuring a giant gold vault that was placed in various locations to excite curiosity. It was backed by a campaign that featured gold as its primary colour in all media. A launch party that targeted Indonesian pleasure seekers also had a gold theme.
The campaign and events created massive excitement. Magnum Gold events were held in three cities, with over 11, 000 people attending and almost 16, 000 Magnum Gold ice creams sold.