|Title||PEPSI FOOTBALL CHALLENGE|
|Brand||SUNTORY PEPSICO BEVERAGE (THAILAND) CO., LTD|
|Product / Service||PEPSI|
|Entrant||MINDSHARE THAILAND Bangkok, THAILAND|
|Idea Creation||MINDSHARE THAILAND Bangkok, THAILAND|
|Media Placement||MINDSHARE THAILAND Bangkok, THAILAND|
|Production||BLIPPAR SINGAPORE, SINGAPORE|
|Chanatda Khumrungruang||Mindshare Thailand||Director, Client Leadership|
|Siriporn Charujantanakul||Mindshare Thailand||Associate Director, The Exchange|
|Nuttapong Thanakornpisitkul||Mindshare Thailand||Digital Manager, Exchange Planning|
|Anocha Wattanajarukit||Mindshare Thailand||Partner, Client Leadership|
We built the game around ‘football’ concept, given it was the NOW moment of the consumer. The players shoot a blue ball to different point target. The excitement is built in similar momentum to a football game with added timer target to extend the game play. People compete to win prizes in different tiers and the winner selection is done via lucky draw procedure. The winners announced every week and the prizes also changed every week to build up the enjoyment throughout the campaign period.
We launched the experience mobile only and web-based to ease the journey. Technology should be more fun, not more complicated. Most media investment is on mobile, with multiple touch points, Facebook, Programmatic banners, LINE Official Account, YouTube pre-roll video, all of which if accessed on mobile will land directly to the game experiment to shorten the journey and prevent the drop off from click to play. The desktop banners were few and to create awareness. We also looked beyond the online activity and deployed the prize mechanic to drive engagement and re-play. To keep the momentum of the excitement, the prize winners were announced weekly and changed every week.
The campaign received more than 20x of the engagement numbers, comparing to the previous average. We understood that technology can be a part of every journey and offered the option that was least disruptive to the consumer. Web-based AR is a fairly new technology, which we foreseen it would make a big impact to the engagement since the users don’t have to download app and simply click to play. The campaign was highly innovative adopting the new technology and Pepsi is the first among our peers to adopt this technology at this scale where consumers can play, enjoy and submit to win prizes. Not only adopting the new technology, we also investigate the consumer insights to make sure that this campaign fit right into their routine, not too easy nor too complicated.
Target Audience: All adults 15-39, nationwide with all aspects of interests, not only people who’s interested in football, since the activity is easy and fun. Consumer trend today is obviously mobile first, but it is very cluttered. While brands are fighting for attention, audience are mostly on the go or multitasking while on mobile with very little attention to what's on the screen. We need to stand out to capture attention that is already very scarce. The campaign aims to be part of users’ journey in their everyday activity, with simple, fun and enjoyable game without disrupting their routine. We adopt web-based AR to shorten the journey for the consumers. While the innovative technology will capture the attention, having to download app may be an obstacle for users and result in high numbers of drop off.