CREATIVE CONCEPT
INTERACTIVE KALEIDOSCOPE
Client: Unilever
Date: October 2020
InMobi Creative Studio
Art Director: Anna Ow
Developer: Aadhar
Digital Activation, Visual Design, Social
Background
Magnum is launching a new product, Magnum Ruby Ice Cream, featuring the unique and exquisite Ruby chocolate. This new product introduction aims to create excitement and intrigue among chocolate lovers and Magnum enthusiasts.
Problem statement
The challenge is to effectively communicate the uniqueness of Ruby chocolate and its association with Magnum’s brand values in a way that resonates with the target audience. How do we make display advertising more engaging especially for a brand like Magnum that is all about Indulgence and Being Playful?
Insight
Our target audience, primarily Millennials and Gen Z, crave unique and premium experiences. They are highly engaged with interactive and visually stimulating content. Magnum has always been associated with luxury and pleasure, and leveraging these brand attributes can create a strong emotional connection with consumers.
The Future of Digital Experience is Multi-Sensory
Solution
Users are presented with an interactive kaleidoscope. The graphic treatment was inspired by the facets of a ruby gem. Users swipe any part of the screen to play with the kaleidoscope’s speed, position and angles, while soothing music plays in the background. The result is highly eye catching and playful.
Just like the Ruby chocolate with its exquisite taste and look, the ad unit has a premium style, while the interactive kaleidoscope stays on-brand to Magnum’s brand association to Indulgences and Playfullness.
Visual & tactile experience across various digital touchpoints
CAPTIVATING USERS ACROSS DISPLAY CHANNELS
A SIMPLE & ELEGANT DESIGN FOR MAXIMUM IMPACT
The kaleidoscope effect ties all touchpoints together, creating a unified brand image. This ensures that Magnum Ruby is instantly recognizable and memorable, regardless of the medium.