Wall’s Indonesia creates moments of togetherness on mobile for Ramadan
Wall’s Indonesia creates moments of togetherness on mobile for Ramadan
Asia
Wall’s Indonesia creates moments of togetherness on mobile for Ramadan
Industry
Food
Solution
Understanding Consumers, Identifying Target Audience, Engaging with Customers

About Wall’s

A globally-renowned ice cream brand, Wall’s is extremely popular in Indonesia with flavors that have grown to become some of the all-time favorites in the country.  

Highlights

76%
average video completion rate
51%
of engaged users got directions to the nearest store
49%
of engaged users visited the online store
InMobi Case Study

“Mudik 2022 was a special one for Indonesians, especially after two years of staying home. Wall’s was able to share happiness with everyone by becoming a part of this extra special moment in a way that rose above all the noise. Thanks to our partners, we created meaningful, custom messages at various touchpoints, connecting straight to the heart of each Indonesian in their quest for a wonderful Ramadan with their families.”

Rendita Kusumo
Brand Manager Wall’s

The Brand Objective

The pandemic had dampened Indonesian’s spirits for two consecutive festive seasons in 2020 and 2021. People could not meet and celebrate in the way they used to. Wall’s wanted to create togetherness through sweet moments during Ramadan 2022. The time of Mudik seemed perfect to make this happen. 2022’s Mudik bore witness to a wave of travel across Indonesia around Ramadan, as millions of Indonesians broke free from the lockdown to meet loved ones. This was also a time when most brands were trying to reach out to consumers. Wall’s wanted to rise above the noise of the season and truly be a part of the reunions of Indonesian families. The moment was right to promote their recently relaunched popular family sharing ice cream tub, Viennetta.
The Brand Objective

The Solution

Leveraging this moment, Wall’s got together with InMobi and Mindshare to create a compelling contextual campaign to engage the Indonesian festive traveler in their own city.
The Solution

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. 

The Result

With intelligent targeting, inviting visuals and contextual messaging, Wall’s successfully joined one of Indonesia’s biggest festive seasons. The campaign was a treat for everyone!

The Result
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Wall’s Indonesia creates moments of togetherness on mobile for Ramadan

Wall’s Indonesia creates moments of togetherness on mobile for Ramadan

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