The challenge

Galaxy’s ongoing research revealed that after many successful years of associating their chocolate with an escape into a world of silky, sensuous pleasure (“why have cotton when you can have silk?”), the same message just wasn’t resonating with its younger consumers (18 – 25’s).   It was time to reach out to this demographic through a new, but equally desirable association.

The insight

To discover what this new association might be, we talked to young Irish women about their lives, their pastimes and their passions. And we discovered an overwhelming interest in fashion and style – specifically “swishing”. For the uninitiated, it’s where fashion-conscious women meet up and exchange previously-loved clothes with each other.

The idea

A shared passion for fashion and style seemed like the perfect new platform for galaxy to reach out and connect with its young female consumers. And so we created the galaxy style exchange – a national calendar of swishing events across the country that aimed to re-establish galaxy as a relevant brand for young women, while engaging them in a sociable and fun way.

The execution

We created OOH specials which included styled outfits on display in key locations. We created a new format on the mail online’s fashion finder – specifically tailored for the galaxy style exchange.The execution

We created OOH specials which included styled outfits on display in key locations. We created a new format on the mail online’s fashion finder – specifically tailored for the galaxy style exchange.