Pepsi through its “Build Real Connections” is motivating Malaysians to go offline and focus on in-person moments during the festive celebrations of Hari Raya/Eid Al-Fitr. The brand is encouraging Malaysians to reconnect with their loved ones without getting distracted by their gadgets.
Jonathan Chan, Associate Creative Director of FCB Shout, said they are absolutely certain that everyone is extrinsically motivated. He believes there is 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.
Jennifer Lee, PepsiCo Malaysia’s Beverage Marketing Lead, acknowledged that the festive season of Raya is a cherished time for families to bond, celebrate and show compassion to those in need. She said Pepsi is proud to combine these heartfelt traditions through ‘Build Real Connections with Pepsi’ campaign. The company invites Malaysians to pledge their commitment to rekindle the warmth of family gatherings while extending a helping hand to the communities. Lee added that when you disconnect from digital distractions, Pepsi will donate meal care packs.
The challenge incorporates the motion-sensing technology in-built into every smartphone. It reveals a timer that tracks the offline hours as users begin their challenge. The time stops when motion is detected and the user will be prompted to go offline again. Users accrue their offline hours to rank up for a chance to win an all-expenses paid trip for two to Japan and other prizes, with a total worth up to RM 100,000.
The main message of the campaign is for users to go offline and build real and meaningful connections with their loved ones. Pepsi with participating NGO partners – Kechara Soup Kitchen Society and The Lost Food Project, will donate a meal care pack for every hour offline. Each meal pack can provide nourishing sustenance to those in need for at least one or up to six weeks.