1. Getting Through the Walls, to the Right Audience

The brand reached Indonesians most likely to love Viennetta – ice cream lovers and foodies – using InMobi’s Gojek & Telkomsel Audience segments. It targeted five cities that are major hubs during Mudik: Bandung, Medan, Semarang, Surabaya  and Yogyakarta. 

2. Sweet City Speak with Thoughtful Localization 

Every Indonesian traveler saw a video based on their city, inviting them to make their family reunion more special by sharing a Viennetta. The brand localized the video by serving them in their own regional language and featuring local landmarks, adding familiarity and warmth as they welcomed them into the city. The CTA on the creative led people to buy the ice cream tub online and additionally suggested the nearest stores in the city. 
 

3. Hitting Home on Their Way Home through Intelligent Location Targeting and Contextual Communication 

With the power of 16,000 InMobi location targeting beacons, Wall’s served videos at train stations and rest stops with messaging contextual to the touch point.   
At train stations, the traveler saw a video that invited them to get an ice cream and lift their spirits while waiting for the train. At rest stops, they got a video suggesting an ice cream to lift their mood amid traffic. Thus, at each point in their journey, Wall’s gave them an opportunity to make it sweeter.