PLANNING CASEBOOK: Galaxy plans an irresistible campaign

Challenge - The drumming gorilla campaign for Mars' rival Cadbury created a huge impact around the world, so MediaCom needed to develop a counter attack that would propel Galaxy to the top of the public's shopping lists.

PLANNING CASEBOOK: Galaxy plans an irresistible campaign

Mars Galaxy

Oliver Seares and Simone Galletly

The agency devised the idea of exploiting the link between relaxing with a good book and indulging in a bar of chocolate, and chose women as its target audience. MediaCom developed the Galaxy Irresistible Reads promotion, which offered everyone who bought a bar of Galaxy the chance to win one of 10 novels, selected by a panel of experts.

The promotion launched with a TV campaign, with ads in programmes that had been identified as "me time" shows. Similarly, MediaCom ran ads in indulgent women's magazines to reach the target audience when they were in the right frame of mind: enjoying downtime and relaxing with a good read. This theme continued online, where banner ads on suitable websites explained the promotion and showcased the participating novels, linking through to a dedicated Galaxy Irresistible Reads website. In addition, partnerships between Galaxy and the publishing houses and authors involved allowed the website to offer exclusive interviews and synopses of the books. The one million books available as prizes were Galaxy-branded, as were the bookmarks handed out to consumers.

The campaign won Galaxy its biggest market share to date of 17.9% in a tough sales environment. Galaxy enjoyed a 38% rise in value sales year on year - compared to an 8% rise for Cadbury's Dairy Milk -- and the Mars brands achieved their largest distribution to date. The campaign also won the Media Idea Large and the Grand Prix at last month's Media Week Awards.

Oliver Seares, Associate director, MediaCom





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