CASE STUDY: Galaxy and Devil Wears Prada
Provided by Twentieth Century Fox Ltd
Galaxy teamed up with smash hit film Devil Wears Prada in 2006 to build an integrated & powerful brand association
What was the Challenge / Background of the Campaign?
Galaxy wanted to continue building brand loyalty with it's strong consumer base of 16-45 yr old women. The brand was looking at a cost effective way of achieving this and the license FREE potential of working with 20th Century Fox was a crucial element to deliver this. The brand wanted use the glamour and target market associated with Devil Wears Prada to speak directly to core consumers. Devil Wears Prada was seen as an ideal film to work after the amazing success of the book.
What was the Campaign Objective?
- Increase brand loyalty
- Big brand feel by associating with big cinema blockbuster
- Build brand attitude
- Drive sales through sales promotion and off shelf displays
What was the Solution?
Galaxy agreed a license FREE deal with 20th Century Fox to work with Devil Wears Prada. They created an on-pack promotion using key film artwork (40m packs) with heavyweight in store support across all the multiple and convenience retailers. This was supported by national television advertising.
What were the Results?
The brand association with Devil Wears Prada fitted the target market of Galaxy and created a great opportunity to drive an increase in loyalty and sales. 40million packs of Galaxy were produced and sold over the period of release of the film.
What were the Key Learnings of this Campaign?
It is crucial to partner with a film that is a strong fit for the brand. It can provide a motivational sales promotion vehicle as was demonstrated by the ability to get strong support from the multiple & independent trade in the UK. By delivering a through the line campaign (inc. TV) Galaxy maximised the potential of the license & ensured the partnership was hugely successful.
The association created a big brand feel for Galaxy which was also one of the key objectives of the marketing team.
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