24 May 2012 – In commemorating the launch of Magnum Temptation ice cream, ComfortDelGro’s advertising arm and leading Out-of-Home (OOH) media owner, Moove Media Pte Ltd, transformed the North East Line’s Dhoby Ghaut station to an advertising vehicle filled with bursting new vanilla flavours.
Magnum embarked on a new OOH ambience treatment with special LED lighting effect on the station’s mega pillar to showcase the pinnacle of pleasure by introducing luxurious bonbons with irresistible temptation. Despite daily busy schedules, Magnum inspires and encourages commuters to actively pursue the simple pleasures in their daily routine.
The OOH campaign was also supported by mainstream and online advertising, social media and a pop-up Dessert Bar at Orchard Ion creating high impact visibility.
“It has always been our mission – Moove is More – to explore new avenues to value-add our advertisers campaigns and push forth their message to consumers on the go.” said Mrs Jayne Kwek, CEO of Moove Media.
Miss Charline Tan, Assistant Brand Manager of Unilever Singapore shared: “Magnum consistently offers surprising and sophisticated experience to pleasure seekers. In this year’s OOH campaign,we are exploring cutting edge executions that would surely capture attention and establish the feeling of flavor explosion to daily commuters.”
Moove Media worked with media agencies, Mindshare Singapore and Kinetic Worldwide, to bring this campaign alive.