Ice-cream makers, Magnum, were looking to make a big impact on adult consumer audiences at the launch of their products, Magnum Pink and Magnum Black, with a takeover of Regent Street. Our business case study looks at how City Academy provided entertainment for the day.
Magnum launched two new products: ‘playful’ Pink Raspberry and ‘sophisticated’ Black Espresso, correlating to and celebrating the two consumer facets. They felt that Regent Street was the perfect location to embody both sides of the coin and decided a large scale, street party style takeover was in order.
From 12 till 7pm on a Sunday in May, the shopping district was closed off to all traffic and we were tasked with filling the area with activities and content that catered to these dual characteristics, with an entertainment programme for an expected attendance of over 550,000.
Magnum needed not only to encourage footfall to this major pedestrianised launch but also to lengthen the duration of how long passers-by stayed, to increase brand engagement.
The company's online promotions, strategic coverage with press partner Time Out, and city-wide ads on billboards and 25-double decker buses across London were all focused on one event: Magnum's takeover of the iconic Regent Street.
Working with the Regent Street Association and Magnum’s creative agency Hot Pickle, City Academy stepped in to curate, programme and deliver a full day of popular entertainment. Alongside special shopping events, fashion catwalk shows, a sampling campaign and immersive installations, we took into consideration brand specifications and supplied premium dance and music performances for the target age range of 18-35. This included choirs singing upbeat, lighthearted and modern repertoire, contemporary dance troupes, professional salsa dancers, and even stilt-walkers.
We provided showcase opportunities for our students and simultaneously managed to reduce cost for the client, auditioning and identifying accomplished acts that didn’t require flooring, staging or lighting yet were still high-impact.
We had worked on Summer Streets with project partner, The Regent Street Association, before. Their representative, Annie Walker, had this to say about our Pink and Black event:
We are delighted City Academy returned to Regent Street to perform for Magnum in May. Their activities were so enjoyed and appreciated last year; to attract crowds to actually dance on Regent Street is some achievement.
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