Campaign details

Brand: Selecta
Brand owner: Unilever
Lead agency: Mindshare Philippines
Contributing agencies: Inmobi
Country: Philippines
Industries: Confectionery
Media channels: Mobile & apps, Online dipslay, Online video, Programmatic display
Budget: Up to 500k

Executive summary

Selecta, the top-selling ice cream brand in the Philippines, has been building its equity as a tool to create meaningful family bonding moments and rituals such as TV time, weekend bonding and after-dinner bonding. Selecta Supreme has been communicating this to both parents and business professionals but has found that most work excessively long hours and are unable to spend quality time with their families.

Commuting around the Philippines is a constant struggle, and Selecta saw this as an opportunity to collaborate with Inmobi and Grab – the largest ride-hailing app in the country, with around 11 million user downloads, 70% of whom are aged 25-44 – on a campaign reminding Filipino businesspeople to stop by a store for a Selecta ice cream on their way home from work.