If it is FIFA World Cup time, chances are people have significantly altered their schedules and routines to ensure they catch the games live at home or with friends or at bars — anywhere but the road. This trend may vary from market to market but Saudi Arabia would most definitely fall in the list, where football frenzy would directly translate to breezy traffic.
This presented the perfect opportunity for Mars Inc’s brand Galaxy to encourage its women audience to take advantage of the roads, not only for driving, as the royal decree allowing women to drive comes in play, but to really enjoy the drive.
With its agency Impact BBDO, Galaxy is asking women to enhance their driving pleasure with a Galaxy bar along the way.
“We wanted to celebrate women driving but didn’t want it to be the obvious route. We wanted to show that women where smart. And what better way than show how they used football to achieve an even better driving experience,” comments Paul Shearer, Chief Creative Officer, Impact BBDO.
The ad, that has been on-air both on television and online, will run for the duration of the FIFA World Cup that kicked off on June 14, 2018.
The idea to connect a chocolate brand to women driving in Saudi Arabia, at a time when one of the biggest sports events is underway, may not be the obvious. And this has worked in favor of the brand, as the ad is already garnering positive feedback.
“People see the humorous side and congratulate the brand on doing something unexpected,” Mr Shearer added.