Magnum launched a multisensory activation in London and Manchester, showing how universally recognisable their brand is with just one sound. 

the cHALLENGE

Magnum sought to have one of the first multisensory campaigns of 2025, achieving instant brand recognition using only their legacy and innovation. With the objective of promoting Magnum as the spring months, warmer days and need for cooling down with an ice cream approach, they employed some of the most creative tactics of OOH.

the SOLUTION

Magnum took over Four Dials @ Westfield Stratford, Eat Street @ Westfield London and Printworks SkyLights for three weeks. Each iconic site harnessed shoutout technology, managed by Ocean Labs, which projected the famous, universally recognised sound of the ‘crack’ of biting into a Magnum ice cream. 

They maximised recognition of their brand with continuation from their TVC, enhancing their OOH campaign with the matching background music and visuals that we’ll have seen recently on TV. Their tagline ‘Nothing Cracks Like a Magnum’ was the only visible copy – showing the power of their brand recall. 

OUTCOMES

Audiences didn’t just see Magnum’s quality – they heard it too. They stopped, looked AND listened. The campaign had a total media reach of 4.3m*. 

Magnum’s Brand Manager Daniel Lythgo said the campaign was “a perfect example of our commitment to innovation in advertising. By integrating audio with OOH in a highly innovative way, we are reinforcing Magnum’s product credentials via multiple senses to maximise the impact of our creative.“

* Meltwater, 2025

• Territory United Kingdom
• Date October 2024
• Category Beauty
• Format Creative solutions
• Objective Consumer awareness