Wall's: Mudik Jadi Happy!

Ice-cream brand Wall's created a hyper-targeted shopper marketing campaign to drive on-road, in-transit sales during Ramadan in Indonesia.

Campaign details

Brand: Unilever / Wall'sLead agency: Mindshare IndonesiaCountry: Indonesia

Strategy

Objective

The festive season of Ramadan is peak season for Ice Cream category and especially for Walls, the category leader. It is of prime importance to capitalize this seasonality to increase sales by engaging with its target audience through a massive hyper targeted approach.

While it was a key consumption period it had its own challenges. The consumption window was limited as most people left Jakarta (a key market for the brand) to visit their families in their home towns. The challenge was how...

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