SCOOPS OF HAPPINESS

TitleSCOOPS OF HAPPINESS
ClientUNILEVER WALL'S
Product / ServiceWALL'S DREAMY CREAMY RANGE
CategoryA06. Best Use of Other Digital Platforms in a Direct Campaign
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE

The Brief

In Indonesia, a plethora of local dessert options are preferred over ice cream. Our challenge was to launch the Wall's Dreamy Creamy Range to increase in-home consumption of Wall's ice cream tubs in the market. We decided that the best way to introduce ice cream at home is to pair it with local desserts by creating new recipes for families to try. And we did that by combining two things everyone loves – Ice cream & stories. The creative proposition we developed was 'Stories you can taste'.

Creative Execution

It is hard to replace the existing local desserts Indonesian homes consume. By creating new recipes that compliment local desserts we gave families a new way to consume more of what they like. By creating a Youtube channel we developed brand content that people could easily access and share with their family and friends. Most mothers go online to look for recipe ideas, and we had built a channel that gave them ideas and entertainment. And since the recipes were narrated as a story, they made them exciting for both mothers and kids.

Describe the creative solution to the brief/objective.

Wall's Scoops of Happiness recreated fifteen popular fairy tales as recipes using commonly found ingredients at home. An interactive diorama housed the collection of recipe stories, and as the users clicked on the interactive golden spoons, they were taken directly to a kitchen tabletop where they would see step-by-step recipe instructions and narrated in the form of a fairy tale. At the end of each story recipe, users could explore more stories, share them with friends on social networks, or download the recipe pdf. And with every download we packed special coupons to push for sales.

Results

By mixing ice cream with the world's most favourite stories, Wall's Scoops of Happiness created story recipes that allow families with children to feed their imaginations along with their cravings for ice cream. The interactive YouTube channel is a social platform for parents and children to bond over simple, fun ice-cream recipes. By tagging all the 15 videos with popular tags, we were able to target families looking for recipes on Youtube. Our content has also become a great way to indulge fans on Facebook by sharing videos. Our coupons have helped push for sales.

Credits

Name Company Position
Joji Jacob Ddb Group Singapore Group Executive Creative Director
Jeff Cheong Ddb Group Singapore Head Of Tribal
Neil Johnson Ddb Group Singapore Chief Creative Officer
Nosheen Arai Ddb Group Singapore Developer
Andrew Candraditya Ddb Group Singapore Developer
Rosslyn Chay Ddb Group Singapore Associate Director/Experience Management
Yeo Wee Lee Ddb Group Singapore Head Of Technology
Qiaoyun Ye Ddb Group Singapore Digital Production Manager
Jackie They Ddb Group Singapore Head Of Broadcast
Alexis Cheong Ddb Group Singapore Strategic Planner
Juhan Lian Ddb Group Singapore Planning Director
Yuqi Koh Ddb Group Singapore Account Executive
Paul Ducre Ddb Group Singapore Account Supervisor
Jason Hall Ddb Group Singapore Copywriter
Elen Winata Ddb Group Singapore Art Director
Lydia Lim Ddb Group Singapore Group Head/Tribal/Art Director
Vinod Savio Ddb Group Singapore Associate Creative Director And Creative Head/Tribal/Copywriter