Innovative campaign for Magnum drew customers to stores for custom ice cream bars
The Festival of Media LATAM today awarded Adsmovil the prize for “Best Use of Mobile” for an innovative rich-media campaign that drew young adults to Magnum stores in Ecuador to buy ice-cream bars that they had customized on their smartphones.
The team decided to use a rich-media banner to reach its targets because in addition to costing less money than alternatives — thus freeing up money that was used to increase the ad’s reach — such banners are friendlier and thus more attractive to users. And the strategy paid off.
“In Ecuador we position our brand as the chocolate expert, and our store as the site of a uniquely pleasurable experience,” said Unilever Brand Manager Monica Albarracin. “Working with Adsmovil and Initiative, we developed a banner that brought people to our store where they lived out the experience they had begun to create on their phones. We increased the sales volume by 14%, and doubled the worldwide record of ice-cream bars sold in a single day at a Magnum store. The campaign was a huge success.”
“By offering our target audience a unique experience, we achieved a high engagement rate and drove all kinds of store visits,” said UL Middle Americas – Initiative Agency Digital Director Elkin Rodriguez. “This was the first campaign of its kind that we had tried, and it proved to us that rich-media banner ads, done right, remove the need to spend unnecessary money on special sites or applications.”
“Well-conceived, precisely targeted mobile campaigns can work wonders, as this campaign for Magnum demonstrates,” said Adsmovil CEO Alberto Pardo. “Our team worked hard to make this campaign stand out. We’re so pleased to have exceeded our goals, and so honored to receive this recognition from Festival of Media LATAM.”