To celebrate “25 Years of Pleasure”, Unilever’s Magnum and JCDecaux Netherlands ran a campaign from the 21st to the 28th of May, giving the people of Amsterdam the opportunity to redeem a free personalised ice cream!

To mark Magnum’s special occasion, JCDecaux fully wrapped a bus shelter and placed a hostess on site wearing a distinctive Magnum-inspired dress, to give out balloons and distribute special Magnum Coins to the intrigued pedestrians.

Some coins were magnetic and attached to the poster in the bus shelter allowing people to quickly collect their free gift. Using these Magnum Coins, passers-by could visit a department store that was right next to the bus shelter and create their own personalised Magnum ice cream at a special Magnum stand.

A great taste of the summer ahead, which you can watch on the video below.

This is another fantastic initiative from Magnum, demonstrating how FMCG brands can harness their individuality in Outdoor advertising and really stand out from the shelves. Have a look at a couple of Magnum’s other initiatives making the most of wraps and even facial recognition to make an impression on “Pleasure Seekers”.