Streets Magnum lets punters ‘Be the King’

Streets Magnum, via creative agency Lowe Sydney and digital shop Soap Creative, has unveiled its first campaign for the new Streets Magnum Sandwich, the first sandwich-style ice cream to be launched by the brand in Australia.  The new product is aimed specifically at the male 18-24 year-old market, which is a distinct departure from Magnum’s traditional focus on female-skewed 21-45 year-old consumers.

Entitled ‘Be the King’, the integrated campaign gives consumers a tasteof the Hollywood lifestyle and features above the line advertising,point of sale and a significant digital component.  

The television commercial,created by Lowe Sydney, tells the story of a regular guy, who bites into a new Magnum Sandwich and people start treating him like a moviestar.  He goes from walking along an everyday city street to beingtransported to a life of paparazzi, hot starlets, stunts and expensivecars, with his Hollywood experience culminating at the red carpetpremiere of his new action movie, MAGNUM FORCE 10.

Given theimportance of online for the target consumer, digital was a core focusfor the campaign. Soap Creative used the television creative as astarting point for the interactive website. Visitors to the website can upload their image via webcam or Facebookwhere they can virtually ‘Be the King’ with their face on billboardsand their name in lights. They can also play MAGNUM FORCE 10, an onlinegame that is inspired by the faux-blockbuster featured in thetelevision advertising and appeals to an audience who enjoy casualgaming.

• Creative agency: Lowe Sydney

• POS, Petrol & Convenience visibility: Streets Internal Design