2014 Winners & Shortlists

Results and Effectiveness

With an investment of only c.$10,000 in media we were able to generate 690 greetings in two weeks. 66% more than our expectations. 4,365 name searches, meaning that the recipients searched their name with #SayItWithGalaxy an average of 5-6 times “Thumbs up on Innovation, this is the first time we see a personalized use of Google in the Middle East and in realtime anywhere else” Marin Systems Google’s #1 search management platform Most importantly Galaxy’s value share was up 10% during the campaign period, thus proving the everyday gifting insight was valuable to the consumers and the business.

Creative Execution

Imagine a regular work day you log on to google for a search query and instead of seeing regular search results you are surprised with an I Love You message from your wife. How did google help us say I Love You? A new pack design was created featuring the everyday greeting such as; I love you, I miss you, Thank you and Well done. On pack and through a digital campaign we directed consumers to sayitwithgalaxy.com where they virtually shared their message to loved ones using a custom hash tag galaxy. When consumers signed up to the sayitwithgalaxy.com site, listing their friends name and selecting a Galaxy greeting their friend was notified to type in their name #galaxy into google. The friend instantly got a personalized sayitwithgalaxy message via the search result. This was the world’s first search greeting experience making the entire compelling experience seamless, real-time and sharable.

Insights, Strategy and the Idea

Gifting is a cultural practice in Arab households. It goes back to times when Bedouin travellers thanked tribes that host them on their journey through gifting. The tradition carries on. Gifting was not new to the chocolate category. The gifting market represents 7% of volume, but 20% in value. The more emotional the occasion, the more is spent on chocolate. An average gifting occasion is 50% more valuable than the average occasion. Galaxy, the leading brand in the region, was not represented in this valuable gifting segment. Galaxy wasn’t going to steal big occasions from gift chocolates such as Godiva, but we saw an opportunity in the little daily gifting moments. The simple “thank you” and the heart felt “I love you”. We turned to an everyday media to become the vehicle of the everyday Galaxy moment of appreciation. For 99% of all UAE consumers, google.com is that everyday media.