Wall's has launched its first digital campaign called "Hunt for the Other Half", in a bid to create awareness of the new variants Wall's Selection Oreo and Wall's Selection Hershey's and to build the brand relevance of family bonding and togetherness.
The digital campaign (www.huntfortheotherhalf.com.my), targets 25-45 year-old mothers with kids who would like to create special family moment.
The campaign runs from 27 May until 21 July 2013 in three phases.
The first and second phases, executed from May to June, aimed to reveal the two new flavours. The final phase of the campaign takes place during Ramadan, where the "Minta Maaf" contest is executed online and on-ground.
With any purchase of Wall's Selection variant, consumers are entitled to write the "Minta Maaf" message on the postcard. The winners of the best message will get 1,000 free pints.
Onground, the Wall's mobile sampling truck will go around Peninsular Malaysia to give away one million free scoops of ice-cream.
"Wall's Selection has always been active in the market with marketing activities. However, this is the first time that it invests in digital and OOH to reach out, interact and engage consumers," said Chen Eng Tean, brand manager for Wall's Selection.
Chen added, Wall's hopes to give consumers special ice-cream experience of Wall's Selection and expand the ice-cream category through this campaign.
The campaign is promoted via TVC, print, social media, OOH and in-store activation.
For this campaign, creative and digital are executed by Geometry while media is managed by Mindshare.