Campaign details

Brand: Unilever / Wall's
Lead Agency: Mindshare Indonesia
Region: APAC


For the first time since 1962, Indonesia was hosting the Asian Games. With all eyes on the country, it was a huge opportunity for to engage with the audience and celebrate Indonesian pride.

Unfortunately for Walls, the market leader for Ice Cream in Indonesia, it was shut out from the Asian Games, when its biggest competitor secured an official sponsorship and rights to all the visibility that comes with it. Wall's couldn't talk about Asian Games or do anything on ground at the Games.

The competitor was moving fast in the market and threatening to weaken Walls strong hold. With Asian Games sponsorship under its belt it had another strong weapon to build love with Indonesian consumers.

Walls had to ensure a smart strategy to maintain its relevance and engagement with the target audience without mentioning the Asian Games even as that was the most talked about event.

Target Audience