Results and Effectiveness

We were successful in creating a model of impulse based advertising that led directly to sales. Below are some of the key metrics of the campaign: Consumer Engagement – • 5+ million people saw the Wall’s location pin • 49,000 consumers clicked on the Wall’s Waze location & were directed towards the nearest Wall’s outlets (Shell Petrol Stations) Brand Sales – • We sold 130,000 ice-creams through these outlets featured on Waze & sales were 13% higher during our campaign period. Most importantly we made the ‘Balik Kampung’ Journey for Malaysian families a little more enjoyable!

Creative Execution

With 70% smartphone penetration everyone uses Waze (4.5mil+ users) to find the least congested route to one’s hometown. Naturally, it is THE MOST ‘attention grabbing screen’ During the festival season of Nov-Dec 2013, we created Branded Location Pins on Waze showcasing the Wall’s retail locations. Through the Waze app, we could detect users within 3km of Wall’s retail locations. If drivers were stationary for more than a minute, indicating that they were stuck in traffic, we served customized messages like: “Take a break with a Wall’s Ice-Cream’. All this created the impulse to drive to walls outlet instead of spending time being stuck in traffic. Upon clicking on the message, drivers were voice-navigated to the nearest Wall’s outlet. We time targeted this activity around afternoon time which is the most suitable for Ice-cream consumption. 50 locations across major highways around KL, prone to traffic jams, were part of this campaign.

Insights, Strategy and the Idea

Ice-cream is a mature category in Malaysia & was stagnant in terms of sales. Traditional advertising had already created high awareness for Wall’s but the challenge now was to tap more into occasions that were highly conducive to generating sales. We know that people wouldn’t normally think of eating ice-cream unless they’re out and about on a hot day, or see someone else having one. To influence this impulse behavior in favour of Wall’s, we tapped into one of the largest Malaysian tradition: Balik Kampung, where families living in KL travel back to their hometown for the festival. Getting stuck in major highways for hours makes families crave for refreshment breaks along the way. We created a campaign based solely on Waze, a GPS Navigation App, to entice travelers with tempting messages and navigated them to the nearest outlets along the highway where Wall’s is sold.