For their major product launch in 2015, ice-cream company Magnum were looking to make a big impact on adult consumer audiences. In London, city-wide promotions involved full wrapping on 25 double-decker buses, coverage in major press and a strategic partnership with Time Out and Regent Street Association.
The company's promotions online, in press and on billboards and buses across London were focused on one event; Magnum's take-over of the iconic Regent Street on 31st May 2015.
Magnum needed not only to encourage visitors to this major traffic-free launch but also to lengthen the duration of their visit.
Having provided popular public entertainment on the same street for a number of events, Magnum's creative agency Hot Pickle approached City Academy to provide the entertainment. A key element of the brief was to identify and audition the most appropriate entertainment acts and ensure that all acts complied with brand specifications.
City Academy programmed a full programme of entertainment including choirs, professional dance acts, salsa dancers and stilt-walkers. Working closely with Hot Pickle we managed to reduce cost for the client and provide performance opportunities for our students.