As part of a global brand campaign, we played a crucial role in establishing Streets Magnum as ‘The World’s Pleasure Authority’ whilst helping Australians understand how to get more pleasure in their lives through the world’s largest survey into pleasure – The Magnum Pleasure Quotient (PQ) Test.

Kicking off with a Pleasure Summit in Istanbul hosted by Magnum Pleasure Ambassador, Eva Mendes, we set about encouraging Australians to take the test through a media relations campaign that included a combination of direct media and blogger relations.  We also extended an invitation to celebrity blogger and freelance journalist, Sam Brett (Sydney Morning Herald’s ‘Sam in the City’) to attend the Pleasure Summit as the official Australian media representative.

Whilst she was in Istanbul, we assisted Sam with securing a film crew to capture her exclusive interview with Eva, as well as providing images from the Summit. Sam’s Tweets, reports and images from the event were published online and in print, and secured a valuable four-minute slot on The Morning Show, coinciding with the second phase of the campaign.

With the results in and over 10,000 Aussies having taken the PQ Test, we were able to release this information to the Australian media resulting in widespread coverage across TV, print, radio and online with media picking up on the surprising fact that, for Aussie men, food rates higher than sex in the pleasure stakes.

In summary, the Australia PR campaign reached over 8 million consumers and was valued at close to $1.7m (advertising value equivalent). This local campaign may just achieve the strongest results of all the markets that participated globally.