Magnum Gold: Golden Men, Vaults, Theft

"How to launch an ice cream that is as good as gold? For the launch of Magnum Gold, Torke held a series of stunts in Lisbon and Oporto during the month of March:

• Golden Men: over 15 days, security guards could be seen in the most crowded areas of both cities. In their suitcases, a copy invited people to photograph them and upload the photos in the campaign's site, where, in addition to compete for prizes, peple could put their faces in the campaign's movie, starred by Benicio Del Toro.

• Vaults: vaults were placed in two major malls in both cities - Vasco da Gama and North Shopping. These vaults did not reveal a the name of this new flavor, it only led to the site.

• Theft: on the day of the launch of Magnum Gold, performers descended from the roof of the shopping centers rapelling and simulated an assault on safe. After the robbery, the safe's contents (hundreds of ice cream) wasdistributed among the people who watched the action."

Advertising Agency: Torke Lisbon, Portugal
Released: April 2010

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8 comments

Guest's picture
Guest

Cool stunt! Old school guerrilla mkt.

atb2005's picture
atb2005
13567 pencils

This one's very entertaining. I am sure it generated tons of media/blog buzz. Superb job!

meraj's picture
meraj
216 pencils

enough to create a hype in da market !

HV's picture
HV
212 pencils

come on... what a cock tease...

Guest's picture
Guest

I saw it on the spot in Vasco and thought its for Millenium. In fact everyone was saying its bout Millenium. Nice idea but unfortunate execution. so sorry but NO ;)

Guest's picture
Guest

I saw it on the spot in Vasco and thought its for Millenium. In fact everyone was saying its bout Millenium. Nice idea but unfortunate execution. so sorry but NO ;)

hufflepoff's picture
hufflepoff
430 pencils

Very elaborate! Nice to see a break away from traditional media :) well done

DanielSoares's picture
DanielSoares
126 pencils

nice stunt. i saw it live and i liked it a lot! props!

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