Cadbury is one of the world's most loved chocolate brands, part of Mondelez International. In Indonesia, Cadbury has long meant a small moment of joy, but one mostly found on minimarket and hypermarket shelves, at a price and format that didn't fit the way Indonesians shop day to day.
- Solutions
- Resources
- About
Asia
Cadbury Brings Chocolate to the Warung Next Door, One Glance at a Time
Solution
Understanding consumers, Identifying target audience, Engaging with customers11,790
Shoppers Walked Into a Warung After Seeing the Ad
2x
Click-Through-Rate (CTR)*
+3.3 pp
Category Penetration Growth
*Compared to the platform benchmark
"InMobi Advertising and Wavemaker proved that mobile ads can drive real-world community impact. Connecting digital consumers directly to nearby Indonesian warungs breathed new life into traditional retail. We exceeded our conversion and ROAS targets while keeping Cadbury at the heart of local neighborhoods. A sweet victory for community commerce"
About Cadbury
The Objective
More than four million warungs serve the daily needs of over 270 million Indonesians, including the quick, spontaneous chocolate purchases Cadbury had largely missed. Its new Low Unit Price pack was built to fit that channel, but the warung itself had no infrastructure to support a campaign. Cadbury set out to test a focused question in Java, October 2025: could a digital campaign reach consumers aged 18 and above near warungs, point them to the new pack, and prove the walk happened?
The Solution
Cadbury partnered with InMobi Advertising, through Wavemaker, part of WPP Media and Ogilvy Indonesia, combining three things never before put together for general trade in Indonesia: a mapped warung network, proximity-based advertising, and footfall measurement that tracked real walk-ins. The bet was simple: if the warung could not host the media, the media would point to the warung.
#1 Turning 20,000 Corner Stores Into a Media Network
Twenty thousand warungs and small general-trade outlets across Java, roughly the size of Indonesia's second-largest minimarket chain's entire network, were individually mapped as custom points of interest. No such database existed before; each pin had to be built deliberately, giving the informal trade a formal address inside an advertising system for the first time.
#2 Bringing the Shop Window to the Lockscreen
Glance Lockscreen ads activated only for users within walking distance of a mapped store, layered with behavioral and app-ownership signals from social, entertainment, shopping, food-ordering, and gaming content, the everyday impulses behind a small chocolate purchase. The creative kept it simple: the LUP pack front and center, the price prominent, and a tap away from a store.
#3 Enabling the Journey From a Glance to the Counter
One tap opened a Store Locator that pointed each shopper to the nearest participating warung, personalized by exactly where they stood rather than a generic brand destination. It turned the lockscreen from a brand moment into a direction, collapsing the distance between seeing the product and finding it into a few minutes on foot.
#4 Counting Footsteps, Not Just Clicks
InMobi Footfall Attribution tracked exposed users within a 500-meter radius of each mapped store and recorded actual walk-ins over a 14-day window, making the full chain, from ad exposure to physical visit, visible for the first time in this channel.
The Results
The proof arrived on foot, at a level of detail the general trade had never had before. Shoppers who saw the ad walked into warungs at a visit rate well above the platform benchmark, with CTR and Interaction Rate above benchmark in every city and strongest among 18 to 24 year-olds, the impulse-buy age group the LUP pack was built for. That walk translated into share, with Cadbury LUP gaining category penetration, evidence that the entry converted into real market share rather than footfall alone. Warungs can be measured after all. Once they are mapped and tracked, they are not only a place to sell chocolate, but a place to reach shoppers.
11,790
Store Visits
2x
Click-Through-Rate (CTR)*
2x
Interaction Rate*
1.7 M
Indonesian Consumers Reached
*Compared to the platform benchmark