Galaxy chocolate used i-vu salons to sample their 100g Promises chocolate bars.
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.
Build Brand Awareness
Get people sampling the product
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.
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.
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.