Campaign details

Brand: Wall's
Brand owner: Unilever
Agency: Mindshare Indonesia
Country: Indonesia
Industry: Confectionery
Media channels: Content marketing, Events & experiential, Integrated, Mobile & apps, Online video, Programmatic display, Public relations, Radio & audio, Social media, Sponsorship - sports, Television, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

Indonesia is one of the leading markets for Wall's, the ice-cream category leader for the past two decades. However, category penetration was on a gradual decline and, to make things worse, in 2018, a competitor entered the market offering lower-priced SKUs. It was critical for Wall's to maintain a connection with its audience through relevant engagements to maintain its market position.

An opportunity came in the form of the 2018 Asian Games, which were to be held in Indonesia for the first time since 1962. With all eyes on the country, it was a huge opportunity to engage with the audience – albeit at a very high cost, which Wall's simply could not afford.