October 26, 2011
Sampling Tour

Instead of opting for the usual sampling vans, Mo Ka reinvented luxury sampling by converting two stretch limousines into exclusive Magnum Temptation Fruit sampling vehicles. These rides had it all: they were fitted with freezers in the back, chocolate and pink bodywork and two personal drivers. This all to delight the entire country with no less than 225.000 Magnum Temptation Fruit samples. The tour started on April 21st, stopped off at all the major Belgian cities before finally parking the empty freezers at July 21st. There were sampling activations on the streets, at after work parties and at city events such as ‘Café Urbain’ in Brussels and the ‘VijfTV City Day’ in Hasselt. Aside from being offered a luxury treat for their taste buds, passers-by could also strike a pose to enter a contest and win the Magnum limousine for an evening. 

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October 26, 2011
Pop-up stores in Kinepolis cinema theatres

Sticking with the luxury and exclusivity theme, Mo Ka developed a Magnum Temptation Fruit pop-up store to be built inside 10 Kinepolis movie theatres. The shopping atmosphere was inspired by the ‘rooftop party in the city that never sleeps’. In between the 21st of April and the 5th of June, two exclusive pop-up stores were in rotation, never staying longer than 4 days in one theatre. Once inside, pop-up shoppers were able to buy the Magnum Temptation Fruit product and participate in a contest to win a city trip to New York for 2 by playing the Magnum Temptation Fruit game on luxuriously sized touch screens. The 14 high score players who just missed out on the grand prize, received other exclusive prizes (ASH bags, Valentina glasses, Calvin Klein watches…) which were displayed in the fridges of the pop-up store. 

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October 26, 2011
Pr-event: Chocolate suite from Karl Lagerfeld

It’s not easy to attract the attention of the most jaded press of all: the fashion and lifestyle press. Magnum needed a good name and good idea. They came up with a legendary name, Karl Lagerfeld (arguably the biggest name in luxury today). He exclusively designed a hotel suite, entirely made of chocolate, including a chocolate sculpture of a luxuriously lounging guest. Master Chocolatier Patrick Roger made Karl’s extraordinary plans come true and the result was presented to the worldwide press pack in Paris on the 28th of April. Mo Ka invited 10 Belgian lifestyle and fashion journalists for an unforgettable one-day trip to Paris. Everyone who was on the Mo ka guest list were whisked off to Paris in a Magnum limousine and treated to a fruity, chocolate luxury breakfast on their way. Their drivers drove them to the hotel and picked them up when the event was finished. At the event itself, the journalists were given access to the chocolate suite and TV-crews were granted a quick fire interview with Karl Lagerfeld himself.

There was also an exclusive photo-op and a chance to meet master chocolatier Patrick Roger. On the limo-trip back to Brussels, everybody received an exotic sushi dinner. The day after the event, Mo Ka sent out an emailing to +/- 400 online and offline lifestyle-related media. The results were equally luxurious, with extended TV coverage, De Maandag Show & Sans Chichis and even the Flemish prime time news, and quality website and print media coverage. 

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October 26, 2011
Honourable Campaign Mentions

Aside from the main events of the Mo Ka Magnum Temptation Fruit campaign, there were several smaller features we’d like to briefly mention. First up: the sampling corner exclusively designed for  ‘de Nacht Van Exclusief’. Needless to say, the VIP crowd ate it up. And let’s not forget the interactive Magnum Facebook Fan page that Mo Ka was keeping alive and kicking all throughout the campaign. There was also a big contest to win a Magnum Dream Experience (from the 1st of April until the 30th of June) in which daily winners of a dream experience were published on the website and on the Magnum Facebook page. Amongst those many winners, one lucky person even received a once in a lifetime trip -valued at approx. twelve thousand euros- to the Maldives. Mo ka also promoted the Belgian version of the Magnum Pleasure Hunt, a unique viral game that was enthusiastically received across the planet. 

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July 12, 2011
Randstad Festivals - At the Festivals







The Randstad Hands Up For Fresh Talent stand draws a crowd at the major festivals.

The build-up of the Hands Up For Fresh Talent tour and contest deserved a worthy apotheosis: the open air Randstad festival stand with a giant rock hand at the heart of the stand.
Visitors were handed their very own Randstad Rock Hands to cheer on their favourite bands. An on-site photographer snapped up the most original/enthusiastic visitors. The winner’s 15 minutes of festival fame were made all the more unforgettable by handing them a backpack filled with festival survival goodies. Staying true to Randstad festival traditions, the stand also allowed music fans to freshen up and brush their teeth.

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July 12, 2011
Randstad Festivals - The Online Game






Getting the message through to the online crowd: put your hands up for Fresh Talent and win!

The Hands Up For Fresh Talent online campaign was driven by a strong social media component: people who joined the Hands Up For Fresh Talent Facebook page could vote for their artist of choice and win tickets for their favourite festival. More than 5.000 fans gave us their thumbs up. Online influential and blogger Alex Deforce (of On Point ) posted news on the events on a dedicated tumblr site and the concept was also picked up by numerous other blogs & assorted online and offline media.

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July 12, 2011
Randstad Festivals - The Road Show






Come see the Hands Up For Fresh Talent Live Tour, reaching out to the young ones across the nation!

During April and May, the Hands Up For Fresh Talent Live Tour landed in no less than five Belgian college towns: Brussels, Louvain, Liège, Ghent and Antwerp. Three cherry-picked artists (Jerusalem Syndrome, Barefoot and the Shoes & Alice Avery ) performed live on stage while visitors voted for their favourite artist in the hope of winning festival tickets.

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July 12, 2011
Randstad Festivals - Hands Up For Fresh Talent



Mo Ka has been rocking the Randstad summer festival campaigns since 2008. This year, we looked beyond the traditional scope of creating a festival stand and/or online game. 2011 was to be the year of thinking big, creating a unique platform for fresh musical talent, partnering up with SonicAngel, one of the most innovative music industry players today, launching a nationwide real live tour and a social-media-powered online contest, all by translating Randstad’s core business (coaching talent and matching it with the right employer) to a festival environment.

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February 3, 2011
Telenet - Customer Care Remodeling










Telenet is a leading Belgian telecom brand that’s growing at breakneck speed. As a result, their customer care centre at the Telenet headquarters in Mechelen is seeing more and more consumer traffic. Mo Ka stepped in to remodel and restyle the centre in order to create a warm and welcoming environment and a fully immersive brand experience for every customer who walked through the door. We did it in 8 weeks, starting from scratch. Breakneck speed, indeed.

Mo Ka used its concept for the Telenet Concept Store in Leuven as a template to create the same ‘domestic’ atmosphere in Mechelen: a warm and welcoming environment with lots of hidden high-tech.
By combining lots of natural materials like teak wood and slate stone with bright yellow accents, the Telenet brand was now safely guarded and associated with a more human touch.
Mo Ka was responsible for the entire project: from concept (store planning), to design (both interior design and graphic design) and coordination of the construction and implementation …. And we did it in 8 weeks! That’s right. 56 days between the initial briefing and dusting off the final result (incl. tailor-made furniture) in Mechelen. It was full on madness, but we pulled it off. And how! Big props to the entire team for pulling together on this one.

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February 3, 2011
BIVV - Taking a stand for road safety at the motor show









It’s always a challenge to fit B2B and B2C concepts into the limited space of a single stand. The BIVV / ISBR stand at the European Motorshow had it all: a B2C / BOB game to win a Mini road trip, B2B workshops about “road safety at work” and a BOB driving simulator for all.

Competing with all those shiny and fancy car stands was not really an option, so we chose to take a different route. By taking advantage of the Mini as the eye-catcher against its large roadmap backdrop and by setting up a street-like floorplan with those typical iconic signs everybody knows, we succeeded in converting the stand into an exciting road safety experience. Apart from the design itself, we were also responsible for fitting out the stand with the right kind of media (iPads for the workshops, digital kiosks for the game, simulator, etc.).

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