Magnum seeks an heir to the empire

The luxury ice cream bars have arrived in Canada, with a $250,000 VIP experience up for grabs.

Canadians who enjoy the idea of VIP status are in for a treat.
Magnum luxury ice cream bars have arrived and the brand is searching for an heir to its empire.
The chosen one will be rewarded with a $250,000 VIP experience, including  $100,000 cash, vacations to Europe and New York City worth $50,000 and a $50,000 Holt Renfrew makeover experience.
“We did extensive research with our Canadian consumers and had them define what the Magnum lifestyle would represent,” says Gina Kiroff, senior brand building manager, Magnum, Ben & Jerry’s, Unilever Canada. “That manifested as the life of the VIP, the rich and famous.”
Ogilvy & Mather crafted a promotional backstory involving a search for the Magnum heir following the death of Baron Leopold Ferdinand von Magnum. To be considered, participants have to upload a video to the Magnum Facebook page explaining, whilst eating a Magnum, why they deserve the prize.
Media partnerships with CTV and TVA –  featuring news story segments announcing the search integrated into shows including eTalk and Gala Artis – will promote the contest during the first week of the campaign.
Print executions in 24H Montreal, 7 Jours and the Globe and Mail are also part of the mix.
The Canadian campaign stems from a global platform positioning the brand as one that bestows regal status upon those who eat its wares. An ad developed by Lola in Spain, which will air on TV and in cinema in Canada, features a woman who is treated like royalty while eating a Magnum bar – with a carriage, courtiers, the works.
OOH featuring transit stops decked out like throne rooms, complete with a butler, will support awareness during the summer. Unilever also nabbed real life heiress Ivanka Trump to help with promotional duties via an exclusive launch event and media blitz in Toronto. 

advertiser: Magnum
global agency: Lola
Canadian agency: Ogilvy & Mather, Toronto
CCO: Janet Kestin  
associate CDs: Heather Hnatiuk, Noreel Asuro (former)
senior AD: Brian MacDonald