Each year during Lebaran, the end of Ramadan, nearly 30 million Indonesians go on “mudik travel,” in which they journey back to ancestral homes and villages to celebrate with their families. Approximately 1.2 million motorists were expected to leave Jakarta to celebrate the Lebaran season, with many more riding buses and motorcycles. British ice cream brand Wall’s knew these travelers would be making pit stops at mini-markets along the way to stock up on snacks for their trips. With Waze’s help, Wall’s reached out to motorists as they navigated their routes home to engage with travelers on the go and capture in-the-moment sales.
A season of movement
Wall’s wanted to get in on the fun during the Lebaran season and reach Indonesian travelers with a “surprise-and-delight moment” on Waze. Wall’s hoped these special moments would drive brand awareness and increase navigations to points of sale during a cluttered holiday advertising season.
Wall’s joins the journey
To drive location awareness, Waze turned all Pins marking Wall’s points of sale into Wall’s Pins. If travelers were searching for the nearest mini-markets, they were served Search ads to ensure Wall’s was first in every refreshment conversation. In addition to Pins and Search, Takeover ads reminded Wazers to enjoy a Wall’s ice cream while on the road with a Drive There CTA navigating them to the nearest mini-market selling Wall’s along their route.
Making a special time that much sweeter
Waze helped Wall’s generate 25,000 store leads over two weeks, and receive 87,400 engagements for a best-in-class 2.2% click-through rate. By partnering with Waze for this campaign, Wall’s experienced a 3.3% sales increase over its previous holiday season campaign, and received the Silver Smarties award at MMA Indonesia. Best of all, thousands of travelers found themselves a sweet treat during a special journey.