2011 Winners & Shortlists

The Brief

The objective of the Mars promotion was to create a World Class Chocolate Event in Jeddah, Saudi Arabia where Mars leaves a strong mark on the chocolate scene, and creates associated memories to anything related to chocolate. The Event should leverage Mars retail leadership and the most powerful brands Twix, Galaxy, Jewels and Snickers by breaking with the conventions of simple sampling.

Describe how the promotion developed from concept to implementation

The Big idea of our promotion was to initiate a “Chocolate Festival” combining the essence of Twix, Galaxy, Jewels, and Snickers all under one roof. Relating to their unique characteristics, we developed tailor made sections for all brands: Action by Snickers, live cooking & indulgence by Galaxy, Pausing by Twix and Sharing by Jewels. We used cost efficient and targeted media like flyer distribution, email shots, press releases, social media, promo trucks and In Mall LCD displays to announce the Festival. Targeting families, the Chocolate Festival was held over 3 days in the Red Sea Mall the biggest Mall in Jeddah, Saudi Arabia.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Mars Chocolate Festival became a super success. More than 12,000 people attended the Festival over a three day period and lived each brand experience. The samples’ distribution increased from 4,784 units, on the first day, to 12,976 units on the third day, for a total of 24,080 units. A total of 50,000 consumers were targeted with festival promotional tools like flyers and email shots. The emotional reaction of the visitors was overwhelming: "The event was fantastic! The human foosball was an amazing idea; it was the first time it happens in the Kingdom.” People were really thrilled: "The event was incredible; the theme reflects the real identity of each brand."

Explain why the method of promotion was most relevant to the product or service

Developing the different sections of the “Chocolate Festival” we had a deeper look at each brand essence: As Twix stands for taking a break, a relax section with soothing music to enjoy Twix bars was developed. For Galaxy representing “Pure Chocolate Passion” a live cooking show was realized to showcase the pure passion in chocolate indulgence. Since the Jewels box is based on sharing, a traditional Arabic seating area (Majlis) for sharing precious moments with Arabic coffee was organized. And last but not least for Snickers representing all about action and never stopping, a Human Foosball to create excitement and active participation was developed.