Mini Matcha World
MAGNUM: MATCHA ICE CREAM LAUNCH
Hybrid Experience
Singapore
2021
AGENCY: JACK MORTON
MY ROLE: CREATIVE,
Assisted in ideation, art direction, experience touch-points, journey design, and design deliverables
OBJECTIVE
Launch Magnum’s new Matcha flavor in Singapore. Excite and engage consumers to try the new Magnum Matcha.
CONTEXT
Magnum launches new flavors through a yearly event where consumers and influencers get to try the new flavor.
PROBLEM 1
🦠 COVID-19 restrictions in Singapore do not permit hosting events and group experiences.
PROBLEM 2
👅 People are more likely to buy an ice cream after tasting it, which is difficult due to ongoing restrictions.
🌍 Going beyond the ‘taste’ of a flavor, to immerse the audience in the imaginative world of the flavor.
OPPORTUNITY
THE IDEA
Mini Matcha World
A new destination for Singaporeans to explore and discover Magnum’s new Japanese-inspired flavour.
EXPERIENCE
Magnum builds a beautiful miniature world of Matcha, inspired by the ‘east meets west’ nature of the product.
The Mini Matcha world is brought to life as a scaled installation to be explored by consumers/players via an interactive mobile game. Players participate in different socially driven challenges and hunt for hidden Magnum Bars in the virtual mini world to win prizes.
EXPERIENCE FLOW
