Magnum is pushing the boundaries of multisensory advertising with its latest campaign, ‘Nothing Cracks Like a Magnum’, using the unmistakable sound of its signature chocolate crack to create an immersive brand experience.
In partnership with Mindshare, GroupM OOH, Global, Ocean Outdoor, and DOOH.com, the campaign uses Global’s API data feed to synchronise radio and digital out-of-home advertising. When a listener tunes in to Heart via DAB radio or on Global Player, they will hear the distinctive Magnum ‘crack’ at the same time as seeing the brand’s visual campaign on the closest participating digital screen.
The roadside and OOH campaign is supported by immersive activations at premium high-footfall Ocean Outdoor sites in London and Manchester, including at Westfield in London and Manchester Skylights – Europe’s largest digital ceiling at 900 square metres, in the city’s Printworks leisure venue. The sites, which feature sound-enabled DOOH technology, will amplify the cracking sound to enhance brand engagement and reinforce Magnum’s leadership in the premium ice cream category. The OOH activations will be supported by an omni-channel campaign running across TV, Cinema, other audio platforms, digital, & social.
“This campaign is a perfect example of our commitment to innovation in advertising,” said Daniel Lythgo, Magnum brand manager UK. “By integrating audio with OOH in a highly innovative way, we are reinforcing Magnum’s product credentials via multiple senses to maximise the impact of our creative.”
“We wanted to ensure that consumers don’t just see Magnum’s quality, but hear it too,” said Natasha Irwin, Unilever account director, Mindshare UK. “By leveraging innovative API-driven ad synchronisation, we’re ensuring that the signature Magnum cracking sound makes an impact across all media touchpoints, even in traditionally soundless environments such as OOH.”
Head of Ocean Labs Melanie Blood added: “Magnum masters the art of Out of Home yet again with a cracking campaign. A novel way to surprise and delight outdoor audiences.”
The campaign underscores Magnum’s commitment to pushing creative and technological boundaries in advertising, ensuring that its signature ‘crack’ remains iconic and unmatched.
