2017 Winners & Shortlists

The Campaign

“Save your Flavour”. 3 flavours. 3 celebrity ambassadors. 1 big face off. We created a face-off between 3 celebrities; each became an ambassador of her favourite flavour. If they lost they had to perform dares made of their worst nightmares. Daniela Rahme – Lebanese TV Star. Winner of Dancing with the stars. “If Galaxy White loses, she’ll have to dance with a snake!” Nelly Karim – Egyptian Actress. Ballet Dancer. “If Galaxy Cookies & Cream loses, she’ll have to climb the staircase of a tower on her toes!” Lady Fozaza – Saudi Fashion designer “If Galaxy Smooth Dark loses, she’ll have to stand like a window mannequin for a whole day!” The celebrities campaigned directly to their fan base using their respective social media pages, ensuring that we were able to reach and engage with more people. They used unique tactics to get their fans to save them.

Creative Execution

Phase 1: We launched 3 films that introduced & immersed consumers into a world of white, dark, cookies and cream, through the 3 distinct personas of the celebrities. Supported on TV & Digital the conversations flowed into social as the ambassadors directly campaigned for consumers support and votes. Phase 2: 1 month in, it was time to raise the stakes and introduce the dares the 3 celebrities had to perform in case their flavours lost, through pleas on digital. Phase 3: When the close of votes came on Nov 22nd it was time to announce the winning flavour with a celebratory TV copy where Nelly Karim thanked people for saving Galaxy Cookies & Cream & the ambassadors of the losing flavours Daniella Rahme and Lady Fozaza completed their forfeits. The campaign ran for 3 months across TV, Digital & Social channels covering UAE, Oman, Kuwait, Bahrain, Qatar & KSA.

The overall awareness of the campaign was delivered through TV with an average reach of 67% at 5+, with over 12 million views on YouTube in less than 24 hours. It created a sugar-high hype amongst our consumers, with over 80,000 votes, and more than 15% increase in trials, exceeding sales objectives by 38,3%.

The Galaxy Flavours campaign set up a very public rivalry between 3 influential women from the region. Lebanese TV star and winner of “Dancing with the stars” Daniela Rahme, Egyptian Actress and ballet dancer Nelly Karim & Saudi Fashion Designer Lady Fozaza who each battled it out in an attempt to save their flavour and themselves from an unfavourable forfeit. The power over who would win & who would forfeit was placed in the hands of Galaxy consumers.

Galaxy, new flavours and celebrities – this winning combination led to creative executions that were hugely entertaining. The power of celebrity proved to be a massive pull factor and gave the campaign exponential buzz and fame. By pitting each celebrity against the other, we gave new meaning to each flavour and rather than it just being a flavour preference campaign, it turned into a battle of sorts. The celebrities with their legions of followers / fans started competing on social channels and gave out impassioned pleas to save their preferred flavour. By communicating directly with the consumer through celebrities, we pushed the boundaries of consumer participation and dialogue. Whilst keeping the message execution entertaining, we also ensured that the three flavours were seamlessly weaved into the communication rather than be an add-on. Consumers engaged in a sustained dialogue with Galaxy and there was a real passion for each flavour.