Every year, Magnum launches a limited edition. 2010 was the year of Magnum Gold. The brand asked TORKE to develop an activation based on the above-the-line campaign, following the heist perpetrated by Guillermo del Toro in the TV spot.
Several golden safes were placed in the main shopping centers in Portugal. If passersby would guess the right code, they would win a special prize. This first step acted as a teaser before the launch, and lasted for 1 week. The day the ice cream was launched, we simulated a theft with promoters sliding down in rappel from the shopping mall ceilings to “steal” the safe. The new Magnum was unveiled and samples were offered to everyone passing by.
Our mother’s recognition and amazing e-mails from the clients