GALAXY READING by Mediacom London for Galaxy

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GALAXY READING

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Industry Chocolate
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Director Oliver Seares, Bruce Mcgowan, Liz Williamson
Released September 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: MARS
Product/Service: GALAXY
Date of First Appearance: Sep 1 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Entry URL: http://www.galaxybookclub.co.uk
Director: Oliver Seares (MediaCom)
Associate Director: Simone Galletley (MediaCom)
Group Head: Helen Brain (MediaCom)
Director: Bruce Mcgowan (Zenith Optimedia)
Account Manager: Becki Eshmade (Lime)
Director: Liz Williamson (Sapient Nitro)
Media placement: TV Campaign - ITV, C4, C4+1, FIVE, ITV, Multi-Channel - 28th September 2010
Media placement: AD - TV Series Funded - National Book Awards, Stars Of National Book Awards - 13th November 2010
Media placement: Events Sponsorship - Book Awards - 18th October 2010
Media placement: Press - National Newspaper Titles (Eg: Mail On Sunday) Womens Weekly/monthly Magazines ( - 6th November 2010
Media placement: Social Media - Facebook Page - October 2010
Media placement: On-Pack Promotion - On product - November 2010

Insights, Strategy & the Idea
BIGGER BUDGET RIVALS WERE STEALING GALAXY’S “INDULGENT” POSITIONING. TO FIGHT BACK WE HAD TO KNOW: WHAT IS WOMEN’S MOST INDULGENT PASTIME?

Galaxy is a chocolate bar targeting women, and a brand that has been built around associating with moments of female indulgence. In 2010, Galaxy was under attack from Lindt, Cadbury’s Flake and Kraft’s launch Milka, all of whom had big budgets and were targeting Galaxy’s indulgent positioning. We needed to re-establish our credentials.

Our insight came from analysing what women do to indulge themselves in their leisure time. Our research showed that reading was the activity they spent most time doing, and one that they hugely looked forward to. This presented the perfect opportunity for Galaxy: our strategy was to associate Galaxy with the most cherished moment of the day – relaxing with a great book. And we’d persuade women to accompany their read with a bar of Galaxy.

Creative Execution
IT’S READING! WE USED SOCIAL MEDIA, AN AD-FUNDED TV SERIES, AWARDS AND ON-PACK PROMOTION TO INEXTRICABLY LINK GALAXY WITH BOOKS

We created an on-pack promotion, with a million free books for Galaxy buyers. These had Galaxy stickers on the cover and ads for Galaxy inside – we’d created a new medium to be kept in handbags and passed between friends.

We invited fans of unofficial Galaxy Facebook pages to join our official book club page, which soon had over 907,000 members. Users discussed the latest books, made recommendations, entered competitions and read exclusive extracts.

We created the Galaxy Book Awards, asking our Facebook group to vote for their favourite books, meaning their Facebook friends saw their involvement in the competition. This gave us acres of PR coverage, plus content to use online.

We created a Galaxy Book Awards ad-funded TV series featuring celebrity authors (including Tony Blair) talking about their books.

Results and Effectiveness
WE ACHIEVED A CLOSER CONNECTION WITH WOMEN THAN OUR RIVALS – AND GREW SALES BY 14%

Our Facebook book club has grown from nowhere to over 907,000 members - over seven times as many “Likes” as our nearest competitor, proving that our approach is more engaging

Over half a million people tuned into our British Book Awards shows.

Our on-pack promotion along achieved a return-on-investment of over £8 for every pound spent.

And Galaxy experienced 14% growth in sales across the whole of 2010.