2017 Winners & Shortlists

The Campaign

“Save your Flavour”. 3 flavors. 3 celebrity ambassadors. 1 big face off. We created a face-off between 3 celebrities; each became an ambassador of her favorite 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”. Ambassador of Galaxy White. She’ll have to dance with a snake. Nelly Karim – Egyptian Actress. Ballet Dancer. Ambassador of Galaxy Cookies & Cream. She’ll have to climb the staircase of a tower on her toes. Lady Fozaza – Saudi Fashion designer. Ambassador of Galaxy Smooth Dark. 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 toengage with more people. They used unique tactics in order to get their fans to save them and their flavours.

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 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.

Results

The campaign exceeded sales objectives by 38,3%, 15% increase in trials, and generated 11% growth in net sales. It created a sugar-high hype amongst our consumers, with more than 80,000 votes and over 12 million views on YouTube in less than 24 hours.

The Galaxy Flavour Campaign directly engaged with consumers through 3 influential flavour ambassadors who drove consumers to try the new flavours & vote to keep their favourite flavour on shelves. The celebrities campaigned directly to their fan base using their respective social media pages, thereby ensuring that we were able to reach more people in a more engaging manner.

We carried out research with YouGov in the region to get a better understanding of our target audience – Millennial women and discovered that there was overfamiliarity with Galaxy. With 3 new flavours, we wanted a campaign that starts a dialogue, encourages participation and creates engagement at scale. We leveraged the power of celebrity and aligned each flavour with a celebrity ambassador - chosen on the basis of popularity across the region and social media. Each flavour has a personality associated with it, which formed the basis of selection of the celebrity and the mood of the individual films. The campaign was phased to sustain interest, and each celebrity battled the other on social channels. Importantly, we did not communicate just as brand but became participants in this exciting dialogue. The CTA was voting – interesting in our key market (KSA), where women were recently given rights to.