What's your pleasure?

Magnum has launched the "Pure Pleasure" campaign, which focuses on fulfilling fans' pleasures, which the brand had divided into four 'pillars' - fashion, travel, music and food.The campaign, with YES as the official sponsor, features the "What's My Pleasure App" on Facebook, which helps users identify their pleasure, and the Magnum Seek & Win online contest, where users stand a chance to win daily prizes, from fine dining packages from Shook! and travel packages to YES' 4G mobile huddles.The campaign also comprises nationwide roadshows to further engage consumers."We hope to grow the brand by 50% through this campaign. Since this is a digital-driven campaign, the fan base engagement and shares are monitored constantly," said Yu Li-Yein, brand manager of Magnum.Pure Pleasure by Magnum is executed by G2, with Selina & Associates managing the PR and IF Interactive as the digital agency.