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CASE STUDY: Galaxy Chocolate Sampling 2005

Provided by i-vu
Galaxy chocolate used i-vu salons to sample their 100g Promises chocolate bars.

What was the Challenge / Background of the Campaign?

In 2005, Galaxy wanted to sample their 100g bars of Galaxy Promises in the salon environment. As eating Galaxy chocolate is to be seen as an indulgence, Galaxy were targetting women who are most likely to purchase a premium chocolate and i-vu offer that audience.

What was the Campaign Objective?

Drive Sales Build Brand Awareness Get people sampling the product

What was the Solution?

Galaxy took advantage, in this case, of both on screen and off screen opportunities. By showcasing 3 slightly different advertisements in i-vu's 45 minute loop, they effectively gave the audience the opportunity to see them 6 times in the average dwell time. Clients were also given the chance to sample the bars for themselves, which increased brand awareness when used in conjunction with the screen media.

What were the Results?

Galaxy did not use the interactivity as this campaign was more about getting the samples out to the audience rather than any form of data capture or statistics. As predicted with any chocolate brand, the samples were all given out (100K into 200 salons) and most salons ended up requesting more due to the popularity of the campaign.

What were the Key Learnings of this Campaign?

Salons love being able to give their clients a little something extra when they visit. It is a well known fact that most women love chocolate so to offer it to them whilst already feeling indulgent and relaxed, really works well.

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k100,000 samples were given out over 200 salons.
16 - 24
25 - 34
Female
AB
NON-TRAD OUTDOOR
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE TRIALSAMPLING
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