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.
“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.”
-2.png)
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.
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.
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.
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!
