Streets unveils new campaign

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Streets Magnum has unveiled its first campaign for the new Streets Magnum Sandwich, the first sandwich-style ice cream to be launched by the brand in Australia.

The new product is aimed specifically at the male 18-24 year-old market, which is a distinct departure from Magnum’s traditional focus on female-skewed 21-45 year-old consumers. 

Entitled ‘Be the King’, the integrated campaign gives consumers a taste of the Hollywood lifestyle and features above the line advertising, point of sale and a significant digital component.

The television commercial, created by Lowe Sydney, tells the story of a regular guy, who bites in to a new Magnum Sandwich and people start treating him like a movie star. 

He goes from walking along an everyday city street to being transported to a life of paparazzi, hot starlets, stunts and expensive cars, with his Hollywood experience culminating at the red carpet premiere of his new action movie, Magnum Force 10.

Given the importance of online for the target consumer, digital was a core focus for the campaign.  Soap Creative used the television creative as a starting point for the interactive website www.betheking.com.au.

Visitors to the website can upload their image via webcam or Facebook where they can virtually ‘Be the King’ with their face on billboards and their name in lights.

They can also play Magnum Force 10, an online game that is inspired by the faux-blockbuster featured in the television advertising. 

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