Campaign:
Galaxy - Win One Million Moments
Running on:
Promotional packs of Galaxy Milk 46g, Galaxy Milk 125g, Galaxy
Caramel 48g, Galaxy Caramel 119g, Galaxy Cookie Crumble 44g, Galaxy
Cookie Crumble 119g, Galaxy Bubbles 31g, Galaxy Bubbles 100g,
Galaxy Bubbles Orange 31g, Galaxy Orange and Shortcake 45g, Galaxy
Orange and Shortcake 119g, Galaxy Ripple 33g, Galaxy Minstrels 42g
- Mars Chocolate UK Ltd
What's the big idea:
There's a few win 'one million' of something or other type
promotions at the moment. Maybe it's a hangover from the economic
fallout? We're so used to hearing eye watering, unfathomably large
numbers to quantify sovereign debt that maybe the chance to win a
measly thousand prizes won't even register with consumers. Numbers
have to be followed by a legion of noughts to be noticed these
days.
Galaxy is building on their heritage of being an indulgence, a
treat for people with a passion for chocolate by offering the
chance to win a variety of Galaxy Moments in denominations of 10
minutes, 30 minutes, 60 minutes, 120 minutes and longer. Can you
even call anything that lasts more than a very short period of time
a 'moment'? Answers below please...
How:
There are two ways of entering. Our old favourite - enter unique
code on promotional website (link below) or text the word 'Galaxy'
followed by the code to 88802. You will be told instantly if your
code is a winner.
What's on offer:
1,000,000 Galaxy Moments to be won
The good news is that if you win, you can select your preferred
prize from the available prizes for each duration of moment (Brrrr
- I'm shuddering as I type that paradoxical contrivance). The less
good news is that they don't indicate anywhere how many of each
level of prize there is to win. Hmmm.
10 Minute Galaxy Moment:
- £3 'The First Club' song download voucher
- Free copy of Grazia, Closer, Digital Photo, Empire, FHM, Mojo
or Q magazine sent to your door
- Free 200g bar of Galaxy chocolate
30 Minute Galaxy Moment:
- £15 book token
- £15 Red Letter Days voucher
60 Minute Galaxy Moment:
- 30 minute manicure voucher and the rest of the day to use the
health club's facilities at Champneys or Bannatynes health
club
- 30 minute facial and use of health club facilities at Dove Spa
or Bannatynes
- £50 voucher for a Toni and Guy hair treatment
- Voucher for 4 adult cinema tickets at Cineworld
120 Minute Galaxy Moment:
- £100 Ticketmaster voucher
- £75 dining voucher with Red Letter Days
- Pre-show dinner and west end show of your choice for two (with
Red Letter Days)
120+ Minutes Galaxy Moment:
- Lunch for two aboard a boat on the river Seine including same
day return travel by Eurostar
- Two hour style consultation and £450 to spend in any House of
Fraser
Website:
www.galaxychocolate.co.uk
When:
Live until 31st May 2012
Any good?
Let me take a moment to respond on that one. The idea is strong,
the execution is engaging and the headline prizes are certainly
in-keeping with the brand, oozing with quality and luxuriance.
However it does have a few niggles, anomalies, contradictions -
call them what you will.
Mars proclaims that they promote their products responsibly
following the Mars Marketing Code yet they
don't say how many prizes of each category is available to win. It
seems their code doesn't cover transparency and fairness in
communicating their promotional offering.
Although a choice is available it's not consistent. Two
categories have two options, one has three and two have four. Huh?
For the top categories, where the chances of winning are presumably
negligible, they could surely have put in a few other ideas, safe
in the knowledge that they would probably never even be
claimed.
The concept of a moment lasting more than two hours aside, the
categorisation of some prizes seems misplaced. You have 30 minute
manicures and facials in the 60 minute category as well as a
Cineworld cinema ticket - how many films last an hour or less?
We look to big brands to set the bar high and whilst this
campaign does tick many boxes, it falls short of being a magic
moment in marketing history.