As many gear up for the upcoming Hari Raya/Eid Al-Fitr celebrations, Pepsi has teamed up with FCB SHOUT to encourage Malaysians to reconnect with their loved ones without getting distracted by their gadgets – simply by gamifying the action of putting their phones aside.
“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.
The ‘Build Real Connections with Pepsi’ campaign was launched by Pepsi & FCB SHOUT, motivating Malaysians to go offline and focus on in-person moments together during the festive celebrations.
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 as users begin their challenge.
Whenever users move their phones, the timer stops when motion is detected and they’ll be prompted to go offline again, as users accrue their offline hours to rank up for a chance to win an all expenses paid trip for 2 to Japan and other prizes, with a total worth of up to RM100,000*.
On top of that, as users go offline to build real and meaningful connections with their loved ones, they also contribute to a good cause. 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 can provide nourishing 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. 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,” said PepsiCo Malaysia’s Beverage Marketing Lead, Jennifer Lee.
The ‘Build Real Connections with Pepsi’ campaign runs from now till 7 May 2023. Visit https://bit.ly/pepsioffline to challenge yourself to go offline and build meaningful connections this Raya. Also, watch https://youtu.be/k5e6pv2RveM Pepsi’s Raya film, which emphasises the importance of prioritising real-life connections over virtual ones.
*Up to 2,270 meal care packs will be provided that can sustain meals for at least one or up to six weeks.
CAMPAIGN CREDITS
Title: Jalinkan Hubungan Bermakna Bersama Pepsi (Build Real Connections with Pepsi)
Client: PepsiCo Malaysia
Beverage Marketing Lead: Jennifer Lee
CSD Brand Manager: Elaine Yong
Agency: FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Tjer Wang
Associate Creative Director: Jonathan Chan
Senior Art Director: Chiu Wai Ming
Designers: Yong Li Ying, Alan Tan
Copywriter: Anndrea Lye
Vernacular Writers: Sal Abdul Malik
Brand Director: Chin Yee Wen
Brand Manager: Ho Sue Leen
Project Manager: Megan Chin
Senior Producer: Amin Taib
Production House: KDCO
Film Director: Saifful Shah
Executive Producer: Fendy Harjoh
Producer: Syamimi Ali
Post Production
Offline Editor: Johnny
Online Artist: Blaze Studio
Colorist: Ahmad Hilmy
Audio House: Crosstown Connection Studios
Technical Development: MAKERZONE
Developers : Mak Kwan Wuey, Shanon Oh Chih Siang
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