Company Unilever Malaysia
Event Magnum product launch
Venue Ritz-Carlton, Kuala Lumpur
Organiser G2
Attendees 230
Date September 6
The brief
Unilever Malaysia was launching a new line of Magnum ice-creams with an outer coating of Belgian chocolate. The range is designed to position the ice-creams for a higher demographic, so the venue and event experience needed to reflect the campaign tagline – ‘Enjoy the royal treatment’.
Challenges
Hundreds of the ice-creams needed to be kept frozen on-site for the event. In addition to the hotel kitchen’s fridges, the organiser brought in 13 smaller fridges for storage and display.
Guests were also to receive take-home goody bags containing three Magnum ice-cream bars. The organiser needed to pack the bags with dry ice within six hours of guests taking them home in order for the contents to remain frozen. A special room was set-up for the organiser to pack the bags during the event.
Execution
Unilever wanted the menu to complement the new Magnum line by incorporating Belgian chocolate. Organiser G2 approached the hotel’s chef to design a range of canapé-style desserts and a customised menu was decided on.
G2 began set-up and construction of the stage and photo corners the day before the event. Local fashion designer Zang Toi put on a runway show and Malaysian singer Syafinaz Selamat also performed.
Comment
Fong Kok Wah, activation manager for G2, says: “The client chose Ritz-Carlton, Kuala Lumpur, for its overall ambiance and design, and it was suitable for the ‘royal’ theme of the night.
Timeline
April 2010 Initial concept was formed
July Search kicks off
Early August Customised menu is put together
September Event