Malaysian Media Awards Winners Showcase

2014 | |

Wall’s on Waze: ‘Drive-ing’ Impulse Purchase

Advertiser: Unilever Malaysia
Brand: Wall's
Creative Agency: -
Credits: Mindshare — Phoebe Wong Hooi Sien (Executive, Planning),Saurabh Tyagi (Director, Client Leadership), Prajakta Paranjpe (Head of Planning), Sarah Boey Mei Chen (Digital Manager), Hooi Yin Yin (Digital Executive), Looi Yew Mun, (Senior Manager), Anne Leow Hwee Lu (Head of Exchange), Shankar Rajagopal (Director, Client Leadership); Unilever Malaysia — Shawn Tan (Marketing Manager)

The Challenge
Ice-cream is a mature category in Malaysia & was stagnant in terms of sales. Ice-cream consumption is heavily driven by impulse purchases. 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 impulse purchases.

The Solution – Insight & Idea
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 cities such as 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. With smartphone penetration at 70%, most drivers in KL use Waze, a GPS Navigation App (4.5mil+ users) to gauge traffic conditions and recommendations for the best driving route. When it comes to festive travelling, Waze becomes an important tool to find the least congested route to one’s hometown. Naturally, it is THE MOST ‘attention grabbing screen’ during these travels. We created a campaign based solely on Waze to seduce travelers with tempting messages and point them to the nearest outlets along the highway where Wall’s is sold. Through the app, we’re able to know the location of drivers and serve customize messages when they are within a certain radius from a Wall’s outlet.

The Execution
Nov-Dec 2013 was a period when many festival holidays were happening in quick succession (Deepavali, Awal Muharram, Christmas and New Year).Thus it was the ideal period to activate our campaign. We created Branded Location Pins on Waze showcasing the Wall’s retail outlets like Shell petrol stations. Through the Waze app, we could detect users who are within 3km of petrol stations and R&R stops, where Wall’s is sold. If drivers were stationary for more than a minute, indicating that they are stuck in traffic, we served them customized messages such as: “Take a break & visit your nearest Shell station to enjoy Wall’s Ice Cream” or ‘Refresh your journey with a Wall’s Ice-Cream’. All this created the impulse to drive to Wall’s outlet instead of spending time being stuck in traffic. Upon clicking on the Wall’s message, drivers were voice- directed 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 were part of this campaign.

The Results
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 Walls 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.