| Title | SCOOPS OF HAPPINESS |
| Brand | UNILEVER WALL'S |
| Product / Service | WALL'S DREAMY CREAMY RANGE |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| 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 |
| 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 |
In Indonesia, a plethora of local dessert options are preferred over ice cream. Our challenge was to launch the Wall's Dreamy Creamy Range and to increase in-home consumption of Wall's ice cream tubs.
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'. Wall's Scoops of Happiness recreated fifteen popular fairy tales as recipes in an interactive diorama, 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 narrated in the form of a fairy tale.
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.
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 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. Best of all, when users downloaded the recipe pdf directly from the video, we also gave them coupons they could redeem to push for sales.