Results and Effectiveness

On a campaign of less than $2,000, it reached 2,200 consumers per building per day, equal to spending $25,000 on a billboard in Bangkok for a month. Our approach proved more effective visibility-wise especially with a campaign that needed more dwell time for the story to unfold. As posters have an average of 3.5sec visibility, parking lots and lifts have a combined 30sec visibility. They encouraged recurrence and are the last things working dads see on their way home. Post-campaign research quoted dads saying the campaign prompted them to spend more quality time with their kids on weekends.

Creative Execution

To deliver our emotional message, we followed a working dad's trip to the office with messages of a kid’s fleeting childhood. In busy corporate buildings, we placed photos of a child growing up, corresponding with the floor no. of the parking lot. Once they parked their cars, the lift ride to the office takes the story further and tells them to make every weekend count with their kids and Wall’s Selection.

Insights, Strategy and the Idea

The task was to further strengthen the weekend platform established by Wall’s Selection ice cream. By increasing the brand awareness as well as the sales. For a while now, Wall's Selection has been targeting and talking to dads encouraging him to be the hero in his kid's life. It is usually the indulgent dad who brings in the fun and sense of adventure and who buys the special weekend treat - ice cream for the kids. Through this campaign, we remind busy working dads to spend more weekend time with their kids and make those weekends special with Wall’s Selection. The idea was borne out of a simple insight that kids grow up so fast, that before you know it, your little baby is a bride! Touching the sensitive cord of busy working dads who barely manage to bond with their kids on workdays, Wall's Selection gently reminded them to make every precious weekend count by spending time with the kids.