Media Week Awards: MediaCom lands the Grand Prix

by John Reynolds, mediaweek.co.uk 30-Oct-09, 16:02

LONDON - WPP-owned MediaCom scooped the Media Week Grand Prix for its Mars Galaxy campaign at last night's Media Week Awards.

The campaign for Galaxy Irresistible offered everyone who bought a bar of Galaxy chocolate the opportunity to win one of 10 well-known books. In total, one million Galaxy branded books were on offer.

MediaCom identified women as its target market and wanted to exploit the association between relaxing with a book while enjoying a bar of chocolate.

It was launched with a TV campaign while online banner content on websites explained the promotion and showcased the chosen books.

The website was enhanced via the partnership the brand formed with publishing houses and authors, which gave them access to interviews with the writers and synopses of the novels.

Galaxy claimed to have subsequently achieved a 38% rise in sales.