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 favorite 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.

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

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 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 our new-to-market service, we made the Wall’s Man more visible, which in-turn boosted recruitment.