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Wall’s Man 2.0

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Insight

The iconic tricycle riding Wall’s Man is an institution in Thailand, bringing ice cream and joy to millions of Thais across the country. He knows everyone in his community, their family members and most importantly, their favourite ice cream.

But as the era of on-demand convenience develops, the Wall’s Man is losing relevance. People are shopping more in stores, online and wanting their goods faster and to their doorstep. The Wall’s Man was losing clients and his relationship with the community was declining. He was also finding it hard to manage stock as the unpredictable nature of his day meant didn’t know how much he’d sell or where he would go.

To find new customers, the Wall’s Man would often have to travel further and further away, regularly getting lost. To help the Wall’s Man grow his customer base and ensure productivity was improved, Mindshare connected the Wall’s Man network to the digital world. In rural Thailand, where Wall’s Man delivers, it needed to ensure it could help them sell more ice-cream, to their community.

With the ever-changing consumer landscape, Wall’s sales were falling and the Wall’s Man was becoming irrelevant. The challenge was to turn this situation around, increase sales 2% and grow in the Wall’s Man recruitment rate by 5%.

Strategy

The agency’s idea was to create a new version of the Wall’s Man – a tech savvy Wall’s Man 2.0.

It knew that this new platform had to allow the new Wall’s Man 2.0 to grow his business, find new customers and allow him to connect with the community. So the agency created a new platform, mobile activated service with GPS tracking and interactive messaging, turning a traditional icon, into a new world phenomenon.

It needed to integrate Wall’s Man 2.0 back into the everyday lives of our community, given them the convenience they needed in this digital age. It had to ensure the new platform was easy to use, as the Wall’s Man is a traditional guy, so simplicity was essential. Using LINE messaging, which is already the number one chat app in Thailand, consumers could connect with the Wall’s Man 2.0 and order their ice-cream.

On the LINE messaging app, customers simply follow the Wall’s account and send a sticker to place their order. This widened reach and provided the on-demand delivery service that Thais were used to in this ever-changing adaptive world.

Execution

Once a customer had sent a Wall’s sticker on the LINE app, this triggered their request to the nearest Wall’s Man. GPS tracking showed them exactly how long their ice cream would take to arrive and which Wall’s Man was delivering it. You could also choose your favourite Wall’s Man!

Wall’s also collected the data being generated through the service, allowing Wall’s Man to manage his stock better, promotion and provide insights for future sales opportunities through customer profiling.

GPS location embedded in stickers allowed for finding customers easily, so Wall’s Man could easily chat and build relationships with their community, in their area. Through this new-to-market service, it made the Wall’s Man more visible, which in-turn boosted recruitment.

Results

Despite the economic downturn and invasion of new players in the ice-cream market, the overall sales increased 4% in just a couple of months.

• More than one third of Thailand’s population (more than 15 million) joined Wall’s LINE account, allowing a whole new generation to experience the joy of being delivered ice cream.

• The Wall’s man was back! Recruitment went up 17%. With rising sales, more people could work part time and more communities were helped with increased income. Even the Ministry of Labour endorsed wall’s man campaign as one of the top jobs that support the workforce in Thailand.   

• Wall’s brand awareness reached to the highest top of mind during the past three years. 

Now, Thai’s enjoy ice cream on-demand and the Wall’s man has his business back on track. And more importantly he was welcomed back into the hearts of Thai people once again.

The campaign brought an old fashioned service up to date, connecting the Wall’s Man to a new generation and ensure that he’ll be selling ice-cream for years to come. 

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Brand:
Wall's
Brand Owner:
Unilever
Category:
Confectionery/Snacks
Region:
Thailand
date:
October 2015 - August 2016
Agency:
Mindshare
Media Channel:
Mobile
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