Campaign details

Brand: Wall's Gold Spirit
Brand owner: Unilever
Lead agency: Mindshare Indonesia
Contributing agencies: Jivox, SilverPush
Country: Indonesia
Industries: Confectionery
Media channels: Content marketing, Online display, Online video, Programmatic display, Social media, Sponsorship - sports, Television 
Budget: 500k - 1 million

Executive summary

Wall's has been the ice-cream market leader in Indonesia for years, but more recently it had experienced a real challenge from a new brand for the first time. As the host of the 2018 Asian Games, all eyes were on Indonesia, and so the Games presented a big opportunity for Wall's to ward off the challenger brand – except that the competitor became an Asian Games sponsor first. This left Wall's shut out from any Asian-Games-related activity.