Galaxy Campaign

ByShannon, Ben, Jadine and Matt

The ProductOriginal, Smooth Milk Galaxy.Several different sizes, from 42grams to 390grams.Various flavours, such as Cookie Crumble, Caramel and Caramelised Hazelnut.

USPGalaxy chocolate is very unique because of it’s silky texture.Imprinted ‘G’ on each individual piece.One of the smoothest in the confectionery industry.

Introduction

Background

The company is privately owned by the Mars familyFounded by Frank C. Mars in 1911.Galaxy chocolate was first launched in 1960, in Washington.In various other countries of the world, such as America and Canada etc., Galaxy chocolate is also known as Dove.

CompetitorsGalaxy has lots of competition Similar to other brands in the chocolate industry. Similar brands that are competition to Galaxy are Cadbury Dairy Milk, Hershey’s and Milka.

Introduction

Our Advertisement

Synopsis:Our advert revolves around two teenage boys purchasing a Galaxy chocolate bar.

Our Key Message:We used males instead of females to reposition the stereotypical judgement that only females enjoy Galaxy chocolate. After surveying ten males, we found out that eight of them enjoyed Galaxy chocolate, just as much as women do.

Previous Advertisements:In previous Galaxy campaigns, females have been used but we wanted to reposition this stereotype, so we chose to use males in our adverts instead.

Survey

Do males like Galaxy?

YesNo

We done this survey to see if males like Galaxy and here are the results!

Our New Advert

http://www.youtube.com/watch?v=yzPIPbl01h4

Target Audience

DemographicWe are focusing on both males but wanted to show that men can enjoy Galaxy chocolate just as much as women. They can enjoy luxuries such as Galaxy. Part time jobs too.

Psychographic – Reformers Seeks EnlightenmentThis is typically aimed at higher educated students, who would select good quality and higher priced products.

The mood board is based on how heavenly galaxy chocolate is. We included angels and bright, white colours to emphasise this. High quality images were used to make the mood board stand out and be clear.

Moodboard

Target Audience

How does the advert appeal to the audience?We have used younger male characters so we are able to reposition the stereotypical gender that buys Galaxy chocolate.

18 year old male

25 year old male

17 year old male

20 year old male

Advertisement Placement

Average Daily Reach

BBC 1

BBC 2

ITV

Channel 4

Channel 5

Advertisement Placement

0.5 1 1.5 2 2.5 3 3.5 4 4.56.6

6.65

6.7

6.75

6.8

6.85

6.9

6.95

Viewing Figures For Emmerdale

Advertisement Placement

Food Network

Good Food

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Viewing Figures For Food Channels

Matt Ferrin – Producer  It was my responsibility to manage the money for the advert. I also have to

make sure that everything in the adverts production is on time and completed to a good standard.

Matt Ferrin - Editor Matts was also the editor. It is the editor’s job to have all the clips and put

them into one advert. I have to choose which clips to use and put them into the order, which was on the storyboard.

Ben White – Director  It was bens responsibility to organised the shots taken at what time and

where. He had to decide how it wants the advert to look when shooting by choosing where to place the camera and what shots to use.

Production

Jadine Charlton – Sound operator It was Jadine’s responsibility to record sound for the advert. It’s the sound

operators job to ensure that all the sound is recorded and that there is no background sound.

Shannon Melville – Camera operator  It was Shannon’s job to ensure that the camera was in correct position and

that the camera angles were matching up to the storyboard images. She needed to make sure she had enough shot so that the editor had a wide variety of clips to choose from.

Production

Production OverviewWe completed our work to the deadlines set.Filmed within one day.Editing took one week to complete. Was the production a success?Production was rated a success.Struggled at some points.Adjusted advert ideas.

Evaluation

What went well?We managed to complete all of our written work to the deadline set, and were able to finish our editing, and after a series of trial and error, we finally felt as though we had put something good together. Chose Matts advert after a group discussion.

What didn’t go well?We had to go over our plans several times because our chosen idea didn’t go according to plan as we were struggling to find a way to put a particular scene into the middle of our advert.

What would you do differently?Think of a more stable idea so that we are able to create a more solid production.

Evaluation