Wall’s is one of Unilever’s most beloved ice cream brands, known for bringing joy with its wide range of delightful frozen treats. In Malaysia, Wall’s continues to be a favorite across generations, delivering happiness through nostalgic flavors and playful innovations.
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Unilever Wall’s Blends Fun, Flavor, and Footfall in a Gamified Ice Cream Giveaway
Solution
Understanding consumers, Identifying target audience, Engaging with customers2.9 Million
People Reached
21.3%
Higher Viewability Rate Than the Industry Benchmark
8%
Increase in Consideration Among Consumers in the 18-24 Age Group
We’ve always held a special place in our consumers’ hearts and wanted to rekindle that joy through a playful promotion for one of our ice cream variants. InMobi Advertising helped us craft and activate an innovative mobile journey, turning digital engagement into in-store action, delighting users, and driving meaningful impact for the brand.”
About Wall's
The Objective
Wall’s has been synonymous with joy for Malaysians, turning everyday moments into little celebrations. Guided by its purpose, “Choose Happier Together,” the brand set out to continue this tradition with its newly launched Marshmallow Choc Crumble variant. The goal was to create immediate awareness and excitement around the product, especially among younger, mobile-first audiences, turning digital buzz into real-world footfall.
The Solution
Unilever Wall’s, in collaboration with InMobi Advertising, rolled out a high-impact gamified mobile campaign to spotlight the Marshmallow Choc Crumble redemption offer at select 7-Eleven stores across Malaysia. Merging playful storytelling with hyperlocal precision, the campaign crafted an immersive brand experience that seamlessly turned digital engagement into real-world footfall.
#1: Driving In-Store Redemption Through Hyperlocal Reach
InMobi Advertising’s geo-targeting ensured the campaign reached users near participating 7-Eleven stores. By layering behavioral insights, it identified high-intent audiences from convenience store visitors to dessert lovers. This precise targeting, combined with easy store access and the irresistible offer of a free ice cream, created a seamless journey from mobile engagement to redemption. The result: stronger in-store footfall and measurable sales uplift, proving the power of location-based engagement done right.
#2: Gamified Creative to Spark Joy and Action
To make the redemption journey fun and memorable, InMobi Advertising crafted a gamified mobile experience where users guided a cheerful character through KL City Centre, collecting cookie crumbles. The creative featured local icons like the Twin Towers and 7-Eleven storefronts. A screenshot of the victory screen acted as a voucher to redeem a free Wall’s Marshmallow Choc Crumble. This playful, hyperlocal approach boosted brand recall and drove in-store visits seamlessly.
The Results
By combining precise hyperlocal targeting with an engaging, gamified experience, Unilever Wall’s delivered a campaign that not only captured attention but drove measurable consideration among the target group, as recorded in a brand lift study by InMobi Advertising.
2.9 Million
People Reached
21.3%
Higher Viewability Rate Than the Industry Benchmark
8%
Increase in Consideration Among Consumers in the 18-24 Age Group