The campaign, through Tribal DDB Singapore, targets mums in Indonesia, with rollout to other unspecified markets planned.
Banner ads will entice people to an interactive video at the ‘Scoops of happiness’ channel. The platform is billed as a way for families to come together over ice cream recipes.
The video above does not include the interactive features, but when viewed through the 'Scoops of happiness' channel, the video allows viewers to click on any golden spoon that appears in order to discover how to recreate ice cream recipes at home with Wall’s ice cream. The list of 15 recipes with ingredients and tips is also being made available for download.
The tales featured in the campaign—each with a twist—include Snow White and the Seven Marshmallows, Little Red Strawberry Hood and The Lion and The Creamy Mouse.
Jeff Cheong, VP of Tribal DDB Asia, said the agency has put interactivity into all of the brand's videos, and that they are crafted to create family bonding moments, which is the real ingredient for happiness.
The channel is currently available in English and Bahasa Indonesia. Similar videos will soon be available in other languages as the campaign rolls out in various markets.
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