Experience the Crunch Delight with Galaxy on Out-of-Home Billboards
Rising above Cairo’s streets, Galaxy’s latest outdoor campaign doesn’t simply advertise chocolate, it transforms an everyday journey into an indulgent experience through the clever use of simplicity, appetitive appeal, and effective storytelling that seizes one’s attention immediately.
Almost cinematic in proportion against the backdrop of Cairo’s congestion and concrete skyscrapers, the billboards make the product the starring element in the visual narrative, muzzling all else. The essence of this promotion is anchored on the Galaxy Flutes, which is portrayed in extreme detail, where every bit of the crunchy wafers in its construction can be easily identified. Even the chocolate draping over it isn't just for aesthetics. It speaks of movement, richness, and freshness, almost as if it has flowed from its container newly. While it captures movement, it perfectly contrasts with the rigidness of the wafers, deep within hinting at what they promise in their product: something crispy for your bite meeting something smooth in their chocolate.
The visual story continues with the breakdown of the bar to show the layered wafers covered in chocolate. In this image, the Galaxy campaign focuses on indulgence, so the crunch can almost be heard.The tag line, which reads "the joy of crunch" then "Galaxy pleasure."
The success of this campaign is that it treats the brand with the same reverence and respect with which it treats its consumers. Instead of revamping the brand Galaxy into something new, the brand simply adds on what it already has, the experience of pleasure, smoothness, and indulgence, and pairs that with the experience of crunch.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
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