Kuala Lumpur, Malaysia – Our mobile devices are now our lifelines but in order to have a healthy and balanced connection with the world, the challenge continues in maintaining an optimum amount of screen time. As Hari Raya and Eid Al-Fitr celebrations come around the corner, this bears greater importance as people look for ways to reconnect with loved ones. Pepsi Malaysia’s new digital initiative might just help.
Together with creative agency FCB SHOUT, the beverage brand cooked up a campaign that will incentivise consumers for putting their phones down and spending time offline. Called the ‘Build Real Connections with Pepsi’ campaign, at the heart of it is a challenge that would reward the participant with the most number of hours spent offline.
The challenge runs through a website that incorporates the motion-sensing technology in-built with every smartphone, revealing a timer that tracks the offline hours spent as users begin the challenge. Whenever users move their phones, the timer stops upon the detected motion and they will be prompted anew to go offline. As users accrue their offline hours, they’ll be able to increase their ranking and have the chance to bag an all-expenses-paid trip for 2 to Japan and other prizes that amount to up to RM100,000.
“If there’s one thing we’re absolutely certain of, it’s that everyone is extrinsically motivated. With this in mind, there’s no better way to urge Malaysians to disconnect from their devices than using technology to tackle the use of technology, and rewarding their efforts to enrich real and meaningful connections during the festivities,” said Jonathan Chan, associate creative director of FCB SHOUT.
On top of the main feature of the campaign, users are able to contribute to a good cause through their participation. For every hour offline, Pepsi, together with participating NGO partners, namely Kechara Soup Kitchen Society and The Lost Food Project, will donate a meal care pack to the underserved communities. Each meal care pack is made to provide sustenance to those in need for at least one or up to six weeks.
“As the festive season of Raya approaches, we know that it’s a cherished time for families to bond, celebrate, and show compassion to those in need,” said PepsiCo Malaysia’s Beverage Marketing Lead, Jennifer Lee.
“At Pepsi, we’re proud to combine these heartfelt traditions through our ‘Build Real Connections with Pepsi’ campaign. We invite you to pledge your commitment to rekindle the warmth of family gatherings while extending a helping hand to our communities. When you disconnect from digital distractions, we will donate meal care packs, and you will also stand a chance to win fantastic prizes! Let’s embrace the spirit of Raya together.”
The campaign is currently running and will be active until 7 May 2023. Within the campaign is also Pepsi’s Raya film, which emphasises the importance of prioritising real-life connections over virtual ones.
The global Pepsi brand has recently endeavoured to a brand refresh. The overhaul came with a new logo and visual identity that is taken after its branding history that spanned a 125-year period.
The new visual identity which will introduce an updated colour palette and adopt a new typeface is part of the brand’s 125th anniversary. This comes alive in North America and globally by 2024.
