Famous around the world for velvety smooth ice cream and signature cracking chocolate we were approached by Wall’s Magnum, wanting a promotional vehicle to make their latest marketing campaign stand out. This one needed to be an icon and eye-catching.
Bringing pleasure to the people with the Piaggio Ape Classic conversion
Deliverables
- Deliver 1000 Magnum ice cream samples
- On-brand external graphics
- Can move to different locations
The marketing mission
The promotional marketing vehicle would be used as part of a product sampling activation with the most recent product launch from Magnum ice cream, taken to the streets of popular cities and events up and down the country.
The plan was to bring fun and excitement to a campaign that would see thousands sample the latest range of ice cream products and tens of thousands seeing this creative activity on the road.
The client planned to put the product in the hands of thousands of people capturing reactions to the new range and increasing awareness online as part of a social media campaign. We wanted those selfies!
Choosing the right vehicle conversion
Looking for a vehicle as catching and iconic as their own brand, Magnum choose our Piaggio APE Classic conversion from which they would vend their ice cream treats.
In total a fleet of four Piaggio Ape Classics would enable the Magnum promo team to serve 1000 customers each day and visually they looked epic.
How we customised the vehicle
From branding and merchandise, to a freezer that could keep 1,000 icy treats at temperature, each of the vehicles were custom wrapped and topped with eye-catching features.
What was the impact?
Over the course of 12 months the Magnum Ice Cream Ape fleet visited seven major events and our street team ran five activations over the summer. We estimate around 10,000 customer experiences and the campaign was seen by just over 100,000 people.
”“The team at Mobile Retail were outstanding. They were easy to work with, highly creative and understood exactly what we were trying to achieve the whole project was a big success and we would certainly recommend them.”
JaneMechanising Manager - Wall's
