Pepsi Encourages Malaysians to go Offline and Reconnect for Eid Al-Fitr

Distracting devices are put aside with the help of a motion-sensor based challenge.

Client

PepsiCo Malaysia

Agency

FCB Shout

KDCO

As people gear up for the upcoming Hari Raya/Eid Al-Fitr celebrations, Pepsi has partnered with FCB SHOUT to encourage Malaysians to reconnect with their loved ones without getting distracted by their gadgets. How you ask? By 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,” said Jonathan Chan, Associate Creative Director of FCB SHOUT.

“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.”


 

The ‘Build Real Connections with Pepsi’ campaign was launched to motivate Malaysians to go offline and focus on in-person moments together during the festive celebrations, the brand said.

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.

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, 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,” said said PepsiCo Malaysia’s Beverage Marketing Lead, Jennifer Lee.

“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.”


Credits

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

The Staff

The Staff

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