Magnum brings ice cream to life with AR experience for Malaysians

Magnum is delighting consumers in Malaysia with an AR experience via its Magnum Playground to bring its cookies and cream ice cream to life. The AR activation features a three-part journey where users can navigate from one station to another within the AR portal where they can interact with a custom photo and video booth that is social media-enabled. The mini-game station teaches players about Magnum’s premium ingredients and offers users an opportunity to win prizes via an Instagram competition.

The third stop in the mini game station is an informational segment that plays the Magnum cookies and cream commercial on a golden screen, flanked by two golden coins that direct users to the Magnum product page and a local online delivery platform for discounts when users purchase the ice cream. The AR activation was done in collaboration with Melbourne-based Augmented Reality creative agency VALIS and PR consultancy Vox Eureka.

Stephanie Ng, marketing manager of ice cream category, said an AR project of this scale is a regional first for the brand, and seeing it successfully come to life perfectly encapsulates what it does at Magnum, which is to encourage moments that are true to pleasure for its consumers. According to Ng, the company also observed a significant year-on-year growth in its total gross sales value of the Magnum impulse range by 19%, which the company is confident will be further accelerated by the Magnum Playground.

Founder and CEO of VALIS, Luke Cameron, this is by far "the most intensive AR portal" it has had the pleasure to work on. Cameron added that this only signals the beginning of, hopefully, more projects from clients who are unafraid to take creative risks with AR in the years to come.

Vox Eureka's senior director and associate partner Crystalbelle Lau said with the Playfully Magnum campaign, it knew that playing safe was not an option. "We are thrilled to have been able to work on such a phenomenal experience like the Magnum Playground with clients who are undaunted by the road less travelled,” she added.

She added that in these unprecedented times, it is important to cut through the digital space clutter where brands in every industry are rushing to innovate better, more creative ways to continue interacting with their consumers. This is not the first time Magnum has tapped on AR to bring to life its offerings. In 2018, the brand launched "Make My Magnum", an AR digital placement campaign in Asia Pacific, together with Mindshare and AR and computer vision tech firm Blippar. The campaign allowed consumers to personalise their own Magnum ice cream through AR with a tap of a button while using their camera. Users were able to redeem their final creation at the Magnum Pleasure Store in Singapore's ION Orchard at a discount.

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