Arcade Jakarta spreads the warmth of a smile to millions of Indonesians for Wall's ice cream

Walls 2.jpgRecently, Wall's as the ice cream brand of PT Unilever Indonesia Tbk completed a digital campaign collaborating with Facebook Indonesia themed "Wall's Taste Joy Video". This campaign created by Arcade Indonesia reached more than 25 million Facebook users throughout Indonesia by the end of the campaign. Other than giving out various giveaways, the campaign also succesfully inspired Indonesians to appreciate special moments that makes them smile happily, and share it with their closest relatives.
Walls 3.jpgKaninia Radiatni, Wall's Brand Manager said, "A smile, which characterizes us as Indonesians, is often missing from our faces these days, especially the faces of suffering urbanites. Their everyday lives are filled with stress and pressures caused by their mundane routines, the horrid traffic and other kinds of challenges. Through this campaign, Wall's wants to invite citizens to regain their smiles by remembering and sharing moments of joy they have shared with their loved ones through the Wall's Indonesia Facebook fanpage."

In the middle of our hectic lives, the social media has become a medium that can enable us to briefly forget stress and boredom. Through such media, we can interact and "meet" with old and new friends. As a society who loves to socialize, no wonder the number of social media users in Indonesia is very high. In fact, Facebook users in Indonesia are reported to have the highest mobile rate usage worldwide, with Indonesia becoming the third-largest Facebook mobile phone audience globally (source: eMarketer, Jan. 2015).

Walls.jpgFurthermore, there is a reccuring phenomena which has become a digital trend today known as selfie. Wherever and with whomever we are, selfie is a must. Selfie moments with friends or families has indeed provided the opportunity to capture happy moments which is most invaluable.

"Wall's sees social media and the ritual of taking selfies as a source of happiness that can make us smile more often and prompts us to share these smiles with our closest friends and families. Therefore, this campaign aims to compile as much smiles as possible by inviting people to upload and share their happy selfie photos," said Radiatni.

Gary Caulfield, Chief Executive Officer from Arcade Indonesia as the digital agency for Wall's campaign explained, "What makes this campaign stand out from the others is the use of a cutting-edge technology called the smile detector. Firstly, we invited people to upload at least 11 group selfie photos showing moments of joy with their loved ones. Then, using the smile detector technology, we can count the number of smiles in those photos and accumulate them. Afterwards, the photos will be automatically collaged into a unique Smile Video that also displays the total amount of the accumulated smiles."

Walls 4.jpgAnand Tilak, Head of Indonesia for Facebook, says Indonesians report strong engagement with their mobile devices (compared to time spent watching TV), with Indonesians spending nearly three hours each day on using their mobiles verses two hours a day watching TV1.

"With mobile, primetime is all the time in Indonesia. For instance, while watching primetime TV, 41% of Indonesians are on Facebook2 and, overall, 81% of Indonesian youth (13-21) are mostly using their mobile devices while watching TV3. And we're seeing this come to life with the 'Wall's Taste Joy Video' campaign as we work with partners like PT Unilever Indonesia to reach right people at the right time on the device of their choice. This is driving greater brand awareness and engagement among existing consumers and new ones. Building from this, we are committed to continuing to partner with brands and agencies in Indonesia to drive real business results, and better campaign measurement through our tools and solutions," added Tilak. 

At the end of this campaign, on average of one Facebook user has contributed 35 smiles in the video with at least 4 smiles detected in each photo. From month to month, public's enthusiasm to upload photos has consistently grown by 200%, with the collated smiles also increased by 178%. This means that Indonesians are highly appreciative with Wall's mission to collect and share as much smiles because it is something that everyone needs to brighten up their days. While at the same time, Wall's has also enjoyed a significant growth on brand awareness, which has increased by 50% from the first month of the campaign's launch.

Walls 5.jpgThe success of "Wall's Taste Joy Video" campaign has encouraged Wall's to take it one step further. In the near future, Wall's will use this campaign to join in a prestigious global competition for the creative industry, Cannes Lions 2015. This entry will compete against many brilliant digital campaigns from around the world.

‚Äč"Wall's hopes that by participating in Cannes Lions 2015, it will be able to showcase Indonesians creativity in utilizing digital technology for spreading excitement and joy to a wider audience. We also would like to show the world that Indonesian people will remain true to its very identity - as a society that is friendly and easily smiles," said Radiatni.

1 Comments

Creative Intern Age 58 said:

This is amaaaaaazing!

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.