Pepsi pushes Malaysians to go offline this Raya in new charity-driven campaign

Pepsi has joined hands with FCB SHOUT to encourage Malaysians to disconnect from the online world this Raya, and that too, while doing good.

The campaign, titled ‘Build a real connection with Pepsi’ calls for Malaysians to reconnect with their loved ones without getting distracted by their gadgets.

A challenge has been incorporated into the campaign to incentivise Malaysians to go 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 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 rewards from a paid trip to Japan to various other prizes worth up to RM 100,000.

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In the spirit of Raya, the campaign allows for Malaysians to contribute to a good cause as well. 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. A statement to the press says that each meal care pack can provide at least one to six weeks of sustenance.

Jonathan Chan, associate creative director of FCB SHOUT said that this campaign was built from the rudimentary idea that everyone is extrinsically motivated. “With that 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,” he added.

“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.

Pepsi, with its logo revamp and appointing of Ben Stiller's beloved character Derek Zoolander as its new face, seems to be committed to its efforts in appealing to a new generation. This campaign with FCB SHOUT does the same, encouraging the digital generation to disconnect and step into the real world.

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