Magnum: Royal Treatment

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding the Pacific region) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); and lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: PT Unilever Indonesia
Agency: LOWE
Brand: Magnum
Campaign duration: October 2010-December 2010
Country: Indonesia
Media budget (USD): $3m-$5m
Channels used: Events, internet display, magazines (consumers), newspapers (national), out of home (all forms), public relations, radio (local), social media, sponsorship (event or property), television (local)

EXECUTIVE SUMMARY