The campaign ‘Pleasure Express’ was launched with the release of Magnum’s exciting new flavours: Euphoria Pink Lemonade and Chill Blueberry Cookie. This campaign aimed to blend physical and digital advertising, captivating audiences across the UK. 

The primary goal was to introduce Magnum’s new Euphoria & Chill flavours in a memorable and immersive way, generating excitement and engagement for these brand-new releases. We wanted to showcase the new products while also highlighting Magnum as the epitome of ‘pleasure worth waiting for,’ reaching consumers at 324 locations across the country, including London, Birmingham, Manchester and Liverpool. 

Alongside agencies LOLA MullenLowe, Group M and Mindshare UK, we orchestrated a multi-faceted campaign. The centrepiece was a 3D Live Action DeepScreen Billboard, a first for Magnum, providing viewers with an immersive 30-second experience aboard the ‘Pleasure Express’ train. This creative journey led to a station marked “Wherever Pleasure Takes You,” embodying Magnum’s essence.

The 3D OOH creative aimed to transport viewers into Magnum’s world of pleasure and indulgence. By leveraging cutting-edge technology, we crafted an experience that merged the physical presence of the billboard with the digital narrative of the ‘Pleasure Express’ advertisement. 

Running on over 324 UK screens including shopping centres, D6 and four spectacular large format sites: DeepScreen by Ocean locations Piccadilly Lights in London, New Street in Birmingham, Printworks in Manchester and Liverpool Media Wall. This extensive reach ensured that Magnum’s message reached a wide audience, maximising impact and engagement. The 3D campaign creative was extended to thousands of screens across Europe.  

To complement the 3D OOH experience, an in-person sampling activation took place in April at Piccadilly Lights DeepScreen in London. This experiential activation, managed by Magnum’s partner Hot Pickle, invited the public to indulge in Magnum’s new flavours while immersing themselves in the Pleasure Express theme.

FOOH Across Socials

Capitalising on the popularity and power of FOOH, we elevated this OOH campaign further by incorporating the real-life 3D OOH ad in a short FOOH video to be shared across social channels.

Using our already strong OOH creative, which had already been presented to the public through traditional channels, we turned it into a killer that pushed the boundaries by blending real-world OOH activations with hyper-realistic 3D FOOH ads!

Andrew Newman, CEO at DOOH.com, says, “This campaign showed off an array of our talents and OOH assets. From being the UK’s largest-ever DOOH campaign to in-person trials of Magnum’s new flavours, we pushed the limits. 

“Not to mention the campaign being brought to life across socials too. Our somewhat ‘FOOH’ video, which actually used the real campaign at the Piccadilly lights, added an amazing element to uplift and spread the reach of this one.”

As featured in Campaign.