Background

Wall’s is the most loved ice cream brands globally. The brand brings different people together by building a happier more inclusive world, one lick at a time. With the current Covid-19 Movement Control Order (MCO) situation, the overall sentiment across Malaysia is low. It was the brand's responsibility to spread happiness by thanking the unsung frontline heroes who are supporting us, not in the medical field but ensuring that our food, medicines, etc. reach us - the delivery riders.

Describe the creative idea

There was a 30% spike in food / essentials delivery orders on Grab (largest e-hailing and food delivery app in Malaysia) post MCO and therefore the need for more delivery riders, who were working tirelessly to deliver essentials to Malaysians during this time. The demand was so high that even 4-wheel drivers temporarily started food / grocery delivery. The MCO may seem like a luxury for some of us who’re allowed to work from home. Unfortunately, not everyone is as lucky i.e. our very own front-liners as well as the less fortunate, homeless people. The lockdown and low spirits was an opportunity to spread happiness by encouraging people to order Walls ice cream on GrabMart and donate it to Grab drivers who have been fighting in frontline to deliver food / essentials. With every purchase, Wall's would also donate ice creams and masks to the underprivileged.

Describe the strategy

The plan was to encourage Malaysians to “pass on the happiness” and promote the spirit of #kitajagakita (#wetakecareofus) in the community, in line with Wall’s Brand Purpose. We just had to do a small act of kindness that will put a smile on the front liners' face, our Grab drivers who work under the hot sun while they are braving the virus for us. Walls asked all Malaysians to show appreciation to Grab riders by buying Wall's ice cream on GrabMart & donate it to the driver who came to deliver it. To continue the chain of happiness, with every purchase, Wall's donated face masks and ice creams to DBKL (municipality), 5 homeless shelters and other Charity Organizations. After all everyone deserves happiness, one lick at a time.

Describe the execution

Time spent on digital, espeically social media had increased by 46% on FB and 36% on IG during the lockdown. The message of this activiation was conveyed in media by first, tapping into content publishers like World of Buzz to seed in stories of the activation. News about Wall’s activation - Abang Hero (Brother hero) was shared among netizens to encourage participation. Then news of Wall’s charitable work with DBKL and other organizations was shared too. Second, we leveraged micro KOLs & WhatsApp communities to demonstrate with screenshots how they treated their drivers with Wall's icecream on their social platforms and encourage their friends to do so too. Third, reach of the campaign maximized with sponsored posts on social media.

List the results

250% increase in Wall's sales during MCO vs. pre MCO period! Wall's donated 600+ ice creams and 9500 face masks to home shelters & font liners like police and army on-duty 20% higher impressions for free! Over achieved planned reach by 49% 6000+ orders shared on social media All in all, we managed speed of turnaround the campaign during pandemic time to stay relevant and purposeful within the local community