案例简介：Magnum 一直不仅仅是女性粉丝的冰淇淋，但是在 2003年，凭借新更新的品牌个性和引人注目的 Magnums 限量版系列，世界各地的女性都向 Magnum 屈服。结果，Magnum 7 Sins 成功地使该品牌恢复了增长 -- 在欧洲的销售额增长了 20% 以上，吸引了年轻的女性消费者，总体而言, 让品牌成为女性渴望的对象。 上下文 活动目标 -在欧洲实现至少 10% 的销售额增长。 -提高品牌吸引力、品牌参与度和购买 25-40 岁女性 buy 可能性。 -协调整个欧洲的活动，最大限度地扩大 360 度通信方案的规模经济。 目标受众 为了让马格南的核心观众更加年轻，这项运动的目标是 20 多岁和 30 多岁的欧洲女性。 对于竞选活动的发展来说，对玛格南的女孩来说，性主要是在大脑中。在她看来，她可以像她在现实中可能永远不会做的那样行事，可以随心所欲地犯罪。正是这个世界是 Magnum 涉足的。 活动期间 2003年3月至 2003年9月。 哲学/解决方案 创意策略 这场运动的目的是让玛格南性感。因此，创造性策略侧重于使马格南的个性现代化。当他出现在竞选中，马格南是一个现代的阿尔法男性。 创造性战略的第二个方面是采取非常成功的战术推广，并以品牌提升的方式使用它来实现欧洲目标。因此，这场运动的中心是在 Magnum 7 Sins 的保护伞下，限量发行的 7 款 Magnums。 创意策略的最后一个方面是由物流驱动的: 预算和时间安排不允许多个产品。因此，电视材料是集中制作的，内置编辑的灵活性可以根据当地文化来调整或减少性内容。 其他传播方案 -新闻和海报预告活动 -户外 -互联网 -创新创造媒体机会 (例如，利用前院发行的汽油泵) -活动、赞助和伙伴关系 -公关和广告 -销售点 -抽样和促销 媒体 -广播 -打印 -公共关系 -互动/在线 -离家出走 营销支出总额 在 10 到 2000 万之间。 媒体战略 鼓励所有市场使用尽可能广泛的媒体组合来建立规模感和运动无处不在。电视是这场运动的中心，但总的成功依赖于一个完全协同的、全面的 360 度媒体运动。这场运动的开始是电视广告，将 25-40 岁女性目标的最大覆盖面放在高调节目中，这些节目的主题与犯罪无关。 在电视发布会的预期下，制作了海报以及小型、灵活的挑逗广告，这些广告将被插入电视列表页面或相关的基于罪恶的社论中。互联网是进一步吸引消费者的关键工具，所有市场都在开发调查、游戏和竞争。 然后鼓励市场尽可能地具有创造性和无处不在。在商店里是一个主要的焦点，在零售市场上投入了大量的精力。 结果 -自 1998年以来，销售额一直持平，但引人注目的是，在 2003年，Magnum 在欧洲的销售额增长了 20% 以上。重要的是，限量版没有蚕食核心 Magnum 系列。 (资料来源: 联合利华数据 2003) -该活动在英国和意大利进行了定性和定量的预启动测试，因为两者都提供了欧洲品牌和消费者与罪恶和对性的态度。 排名第二的 40 个品牌广告排名: 意大利: El 111/关注 116/沟通 115/品牌 115 英国: El 105/关注 107/沟通 107/品牌 97 (来源: Millward Brown 预览/英国和意大利/品牌现货/标准化指数对国家平均水平的数据/2003年3月) -结果还表明，这场运动迫使人们进行急需的思想转变和品牌重新评估。在法国，与 2002 相比，2003年马格南的自发意识显著提高，认为运动与他们相关的受访者增加了 26%。 (资料来源: 米尔沃德 · 布朗/法国/ATP 结果 2003年8月)

案例简介：Magnum has always been more than an ice cream for its female fans, but in 2003, with a new updated brand personality and a compelling limited edition range of Magnums, women everywhere gave in to Magnum. As a result, Magnum 7 Sins managed to return the brand to growth - increasing sales across Europe by more than 20%, bringing in younger female consumers and overall, making the brand an object of female desire. Context CAMPAIGN OBJECTIVES - To achieve a sales uplift of at least 10% in Europe. - To increase brand appeal, brand engagement and likelihood to buy amongst women between 25-40. - To harmonise activity across Europe, maximising economies of scale across a 360 degree communication programme. TARGET AUDIENCE In a drive to make the Magnum core audience more youthful, the target for the campaign was European women in their late 20s and 30s. Critically for campaign development, for the Magnum girl, sex is mostly in the brain. In her mind, she has permission to behave as she may never do in reality, to sin to her heart’s content. It is this world that Magnum taps into. CAMPAIGN PERIOD March 2003 to September 2003. Philosophy/Solution CREATIVE STRATEGY The objective of the campaign was to make Magnum sexy. The creative strategy therefore focused on modernising the Magnum personality. When he appears in the campaign, Magnum is a modern Alpha male. The second aspect of the creative strategy was to take a very successful tactical promotion and use it in a brand-enhancing way to achieve European objectives. Therefore, the campaign was centred on a limited edition of 7 Magnums branded under the umbrella of Magnum 7 Sins. The final aspect of the creative strategy was driven by logistics: budgets and timings did not allow for multiple productions. Therefore, material for TV was produced centrally, with in-built editing flexibility to tone up or down the sexual content dependent on local culture. OTHER COMMUNICATIONS PROGRAMMES - Press and poster teaser campaign - Outdoor - Internet - Innovative creation of media opportunities (e.g. petrol pumps to exploit forecourt distribution) - Events, sponsorship and partnerships - PR and advertorial - Point of sale - Sampling and promotions MEDIA - Broadcast - Print - Public Relations - Interactive/On-line - Out-of-Home TOTAL MARKETING EXPENDITURE Between €10 and €20 million. MEDIA STRATEGY All markets were encouraged to use as broad a mix of media as possible to build a sense of scale and campaign ubiquity. TV was at the centre of the campaign creatively but the total success relied on an entirely synergistic, rounded 360 degree media campaign. The campaign was kicked off with TV commercials prioritising maximum coverage of the 25-40 year old female target in high profile programming that had themes complimentary to sinning. In anticipation of the TV launch, posters were produced along with small, flexible teaser ads to be slotted into TV listings pages or within relevant sin-based editorial. Internet was a key vehicle to engage consumers still further, with all markets developing surveys, games and competitions. Markets were then encouraged to be as creative and ubiquitous as possible. In store was a prime focus with much effort put on Magnum-ising the retail outlet. Results - Sales had been flat since 1998 but spectacularly, in 2003, Magnum sales across Europe increased more than 20%. Importantly though, the limited edition did not cannibalise the core Magnum range. (Source: Unilever data 2003) - The campaign was tested pre-launch both qualitatively and quantitatively in the UK and Italy as both provide a gauge of 2 different extremes within Europe of both the brand and the consumer in relation to sin and attitudes to sex. The 40 second brand spot ranked amongst Unilever’s top ads: Italy : El 111 / Attention 116 / Communication 115 / Branding 115 UK : El 105 / Attention 107 / Communication 107 / Branding 97 (Source: Millward Brown Preview/ UK and Italy/ data on Brand spot/ normalised index against country average/ March 2003) - Results also demonstrated that the campaign forced a much-needed mind shift and brand re-appraisal. In France, spontaneous awareness of Magnum was significantly higher in 2003 compared with 2002, with a 26% increase in respondents who thought that the campaign was relevant to them. (Source: Millward Brown/ France/ ATP results August 2003)

贪婪（肖像） | Greed (Portrait)

案例简介：Magnum 一直不仅仅是女性粉丝的冰淇淋，但是在 2003年，凭借新更新的品牌个性和引人注目的 Magnums 限量版系列，世界各地的女性都向 Magnum 屈服。结果，Magnum 7 Sins 成功地使该品牌恢复了增长 -- 在欧洲的销售额增长了 20% 以上，吸引了年轻的女性消费者，总体而言, 让品牌成为女性渴望的对象。 上下文 活动目标 -在欧洲实现至少 10% 的销售额增长。 -提高品牌吸引力、品牌参与度和购买 25-40 岁女性 buy 可能性。 -协调整个欧洲的活动，最大限度地扩大 360 度通信方案的规模经济。 目标受众 为了让马格南的核心观众更加年轻，这项运动的目标是 20 多岁和 30 多岁的欧洲女性。 对于竞选活动的发展来说，对玛格南的女孩来说，性主要是在大脑中。在她看来，她可以像她在现实中可能永远不会做的那样行事，可以随心所欲地犯罪。正是这个世界是 Magnum 涉足的。 活动期间 2003年3月至 2003年9月。 哲学/解决方案 创意策略 这场运动的目的是让玛格南性感。因此，创造性策略侧重于使马格南的个性现代化。当他出现在竞选中，马格南是一个现代的阿尔法男性。 创造性战略的第二个方面是采取非常成功的战术推广，并以品牌提升的方式使用它来实现欧洲目标。因此，这场运动的中心是在 Magnum 7 Sins 的保护伞下，限量发行的 7 款 Magnums。 创意策略的最后一个方面是由物流驱动的: 预算和时间安排不允许多个产品。因此，电视材料是集中制作的，内置编辑的灵活性可以根据当地文化来调整或减少性内容。 其他传播方案 -新闻和海报预告活动 -户外 -互联网 -创新创造媒体机会 (例如，利用前院发行的汽油泵) -活动、赞助和伙伴关系 -公关和广告 -销售点 -抽样和促销 媒体 -广播 -打印 -公共关系 -互动/在线 -离家出走 营销支出总额 在 10 到 2000 万之间。 媒体战略 鼓励所有市场使用尽可能广泛的媒体组合来建立规模感和运动无处不在。电视是这场运动的中心，但总的成功依赖于一个完全协同的、全面的 360 度媒体运动。这场运动的开始是电视广告，将 25-40 岁女性目标的最大覆盖面放在高调节目中，这些节目的主题与犯罪无关。 在电视发布会的预期下，制作了海报以及小型、灵活的挑逗广告，这些广告将被插入电视列表页面或相关的基于罪恶的社论中。互联网是进一步吸引消费者的关键工具，所有市场都在开发调查、游戏和竞争。 然后鼓励市场尽可能地具有创造性和无处不在。在商店里是一个主要的焦点，在零售市场上投入了大量的精力。 结果 -自 1998年以来，销售额一直持平，但引人注目的是，在 2003年，Magnum 在欧洲的销售额增长了 20% 以上。重要的是，限量版没有蚕食核心 Magnum 系列。 (资料来源: 联合利华数据 2003) -该活动在英国和意大利进行了定性和定量的预启动测试，因为两者都提供了欧洲品牌和消费者与罪恶和对性的态度。 排名第二的 40 个品牌广告排名: 意大利: El 111/关注 116/沟通 115/品牌 115 英国: El 105/关注 107/沟通 107/品牌 97 (来源: Millward Brown 预览/英国和意大利/品牌现货/标准化指数对国家平均水平的数据/2003年3月) -结果还表明，这场运动迫使人们进行急需的思想转变和品牌重新评估。在法国，与 2002 相比，2003年马格南的自发意识显著提高，认为运动与他们相关的受访者增加了 26%。 (资料来源: 米尔沃德 · 布朗/法国/ATP 结果 2003年8月)

贪婪（肖像） | Greed (Portrait)

案例简介：Magnum has always been more than an ice cream for its female fans, but in 2003, with a new updated brand personality and a compelling limited edition range of Magnums, women everywhere gave in to Magnum. As a result, Magnum 7 Sins managed to return the brand to growth - increasing sales across Europe by more than 20%, bringing in younger female consumers and overall, making the brand an object of female desire. Context CAMPAIGN OBJECTIVES - To achieve a sales uplift of at least 10% in Europe. - To increase brand appeal, brand engagement and likelihood to buy amongst women between 25-40. - To harmonise activity across Europe, maximising economies of scale across a 360 degree communication programme. TARGET AUDIENCE In a drive to make the Magnum core audience more youthful, the target for the campaign was European women in their late 20s and 30s. Critically for campaign development, for the Magnum girl, sex is mostly in the brain. In her mind, she has permission to behave as she may never do in reality, to sin to her heart’s content. It is this world that Magnum taps into. CAMPAIGN PERIOD March 2003 to September 2003. Philosophy/Solution CREATIVE STRATEGY The objective of the campaign was to make Magnum sexy. The creative strategy therefore focused on modernising the Magnum personality. When he appears in the campaign, Magnum is a modern Alpha male. The second aspect of the creative strategy was to take a very successful tactical promotion and use it in a brand-enhancing way to achieve European objectives. Therefore, the campaign was centred on a limited edition of 7 Magnums branded under the umbrella of Magnum 7 Sins. The final aspect of the creative strategy was driven by logistics: budgets and timings did not allow for multiple productions. Therefore, material for TV was produced centrally, with in-built editing flexibility to tone up or down the sexual content dependent on local culture. OTHER COMMUNICATIONS PROGRAMMES - Press and poster teaser campaign - Outdoor - Internet - Innovative creation of media opportunities (e.g. petrol pumps to exploit forecourt distribution) - Events, sponsorship and partnerships - PR and advertorial - Point of sale - Sampling and promotions MEDIA - Broadcast - Print - Public Relations - Interactive/On-line - Out-of-Home TOTAL MARKETING EXPENDITURE Between €10 and €20 million. MEDIA STRATEGY All markets were encouraged to use as broad a mix of media as possible to build a sense of scale and campaign ubiquity. TV was at the centre of the campaign creatively but the total success relied on an entirely synergistic, rounded 360 degree media campaign. The campaign was kicked off with TV commercials prioritising maximum coverage of the 25-40 year old female target in high profile programming that had themes complimentary to sinning. In anticipation of the TV launch, posters were produced along with small, flexible teaser ads to be slotted into TV listings pages or within relevant sin-based editorial. Internet was a key vehicle to engage consumers still further, with all markets developing surveys, games and competitions. Markets were then encouraged to be as creative and ubiquitous as possible. In store was a prime focus with much effort put on Magnum-ising the retail outlet. Results - Sales had been flat since 1998 but spectacularly, in 2003, Magnum sales across Europe increased more than 20%. Importantly though, the limited edition did not cannibalise the core Magnum range. (Source: Unilever data 2003) - The campaign was tested pre-launch both qualitatively and quantitatively in the UK and Italy as both provide a gauge of 2 different extremes within Europe of both the brand and the consumer in relation to sin and attitudes to sex. The 40 second brand spot ranked amongst Unilever’s top ads: Italy : El 111 / Attention 116 / Communication 115 / Branding 115 UK : El 105 / Attention 107 / Communication 107 / Branding 97 (Source: Millward Brown Preview/ UK and Italy/ data on Brand spot/ normalised index against country average/ March 2003) - Results also demonstrated that the campaign forced a much-needed mind shift and brand re-appraisal. In France, spontaneous awareness of Magnum was significantly higher in 2003 compared with 2002, with a 26% increase in respondents who thought that the campaign was relevant to them. (Source: Millward Brown/ France/ ATP results August 2003)

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贪婪（肖像） | Greed (Portrait)

暂无简介