2017 Winners & Shortlists

#SAVEYOURFLAVOUR

BrandMARS
Product/ServiceGALAXY NEW FLAVOUR LAUNCH
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryFast Moving Consumer Goods
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production JOY FILMS Dubai, UNITED ARAB EMIRATES

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. “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!” We asked people to vote on social media platforms to save their flavour. The celebrities campaigned hard using every trick in the book in order to get their fans to try the chocolate and vote for their side.

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.

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

The campaign exceeded sales objectives by 38,3% and 11% growth in net sales. It created a sugar-high hype amongst our consumers, with more than 80,000 votes and 15% increase in trials. Overall awareness of the campaign was delivered through TV with an average reach of 67% at 5+ and over 12 million views on Youtube in less than 24 hours.

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

The Galaxy “Save Your Flavour” Campaign not only drove trial but directly engaged with consumers through the influential flavour ambassadors who drove our consumers to act & vote to keep their favourite flavour on shelves.

Our target audience was primarily Millennial women and to understand them better, we carried out research with YouGov in the region. Besides being hugely active on digital, they also use it as a channel to be active participants rather than just passive observers. To ensure that we achieve our goals for the campaign, we wanted to interact not just on the basis of a brand but encourage dialogue and response from our consumers. The optimum way to achieve this was to leverage on the power of celebrity – chosen on the basis of influence across the region and social media. Each flavour variant had a personality associated with it and this also helped define the mood of the campaign. With the campaign being highly active on social channels, there was an always-on approach to the campaign, which led to consumers voting, actively participating and influencing

Credits

Name Company Role
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Marie Claire Maalouf Impact BBDO Dubai Associate Creative Director
Sarah Berro Impact BBDO Dubai Executive Arabic Writer
Anju Purushot Impact BBDO Dubai Senior Producer
Samantha Stuart-Palmer Impact BBDO Dubai General Manager
Frances McCabe Impact BBDO Dubai Regional Account Director
Rama Zarafili Impact BBDO Dubai Account Manager
Eugenio Recuenco Joy Films Director
Dania Quaglio Impact BBDO Dubai Executive Producer
Jon Gaute Espevold Joy Films DOP
Links
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