Magnum
BRAND ACTIVATION
HYBRID EXPERIENCE DESIGN
CONCEPT DEVELOPMENT
FLOW, MECHANICS & EXECUTION
DESIGN & ART DIRECTION
PR KITS DESIGN
AT A GLANCE
Magnum’s annual flavor launches rely on physical experiences and tastings, but in 2021, COVID-19 restrictions in Singapore made that impossible. The challenge was not just to launch a new flavor, but to recreate the desire and discovery that comes from experiencing it. Instead of bringing people to the product, we built a world around it. “Mini Matcha World” transformed the flavor into a playful, immersive universe blending physical installation with a mobile-first interactive experience, allowing audiences to explore, engage, and crave the product without ever stepping into a traditional event.
MY ROLE
Creative Associate: Supported ideation, art direction, experience design, and journey mapping, crafting key touchpoints and translating the concept into a cohesive hybrid experience.
THE BRIEF
Launch Magnum’s new Matcha flavor in Singapore, driving excitement, engagement, and trial in a restricted, post-COVID environment.
THE TENSION
Ice cream is a sensory product, people are far more likely to buy it after tasting it, yet physical sampling was no longer possible.
THE OPPORTUNITY FLIP
Shift from tasting the flavor to experiencing its world, turning imagination into the new form of trial.
THE STRATEGIC DIRECTION
Create a hybrid experience that blends physical craft with digital interaction, making discovery playful, shareable, and accessible from anywhere.
THE INSIGHT
When people can’t experience a product physically, they engage through curiosity, play, and imagination.
THE CREATIVE CONCEPT
“Mini Matcha World,” a miniature universe inspired by the East-meets-West essence of Matcha, explored through an interactive mobile experience that turns discovery into play.
The Execution
Experience Flow
THE MINI MATCHA WORLD
Consumers are introduced to a beautifully crafted miniature matcha universe, physically installed, but designed to be explored digitally.
ENTER THROUGH PHONE
By scanning and accessing the experience on their phones, users step into the world—navigating it as players, not just viewers.
EXPLORE, PLAY, DISCOVER
Users move through different zones, uncover hidden Magnum bars, and complete light, socially-driven challenges that encourage interaction and gamify discovery.
INFLUENCER RIPPLES
Bento-style PR kits with miniature elements were sent to creators, allowing them to build their own Matcha worlds, express imagination, and amplify the experience socially.
UNLOCK REWARDS
Discoveries unlock prizes and cravings, replacing physical sampling, while the journey builds familiarity and desire for the flavor.
THE CASE STUDY