Wall's Ice Cream
After launching an incredibly successful Wall’s campaign in the UK, the challenge was how to translate it for the Indonesian market that has a completely different language and culture. And it cannot be simply translated, as it cannot have the same sentiment, play on words, jokes, nor the same context. It cannot even have the same characters and personalities, as it cannot even feature the exact same ice creams. But, it has to have the same incredible success and be more successful at the same time.
Create 3 uniquely Indonesian characters and personalities for the 3 individual ice creams to be featured in the Indonesian market. Create dialogue and a tone of voice for all 3 of them to comment on various daily topics like traffic, to rock idols like Bon Jovi performing. And talk as if they were real people. To heighten this even further, an actual love triangle story was created between them for the very first time as well. By creating two male ice creams fighting for the affection of one female ice cream. Consumers were invited to join the conversation both digitally and in out of home mediums. They did an ice cream personality quiz and created their own memes. They can also find the conversations everywhere they go, from LEDs screen in the city center, buses, and commuter lines as well.
And in these different mediums, the ice creams talk according to the situation around the media placement.
Just like the campaign’s call to action of - ‘Be Happy’, that is exactly how everyone felt. From consumers, to Brand Managers too. As the overwhelming results listed below speak volumes for the success of this campaign.