Magnum Pleasure Express Beyond Worlds
Turning Magnum into Unique Bite-sized Escapes
When it comes to managing mental well-being, having an ice cream is not top-of-mind. But when 83% of Singaporeans reported to have moderate to high mental health risk, we saw an opportunity to lift their mood of by helping them associate feeling better with enjoying a delicious Magnum ice cream.
To achieve this, we turned every Magnum purchase into a ticket where Singaporeans could escape into unique worlds with the help of AI inspired by overseas travel.
Introducing the Magnum Pleasure Express Beyond Worlds – Singapore’s first-ever ice cream-inspired, AI-powered experience that reimagined Singaporeans’ moods into unique worlds they can escape into.
With the help of generative AI, we fed our AI model with keywords that relate to Singaporeans’ moods via a mobile interactive feed. These keywords were then used to generate immersive, personalized and animated visual landscapes inspired by the three different Pleasure Express ice cream flavors— Euphoria, Wonder, and Chill.
Impact
After one week, we generated 1900+ unique bite-sized escapes with an audience reach of 67M+ and 8 out of 10 attendees said they would choose Magnum to lift their mood.