19 April 2016 – When it comes to expressing your emotions, emoticons can simply do the trick.
PepsiCo International, the Company behind Pepsi, Frito-Lay and Quaker, recently launched a set of 26 emoticons in Singapore featured on Pepsi bottles and cans. Calling them “Pepsimoji”, these emoticons offer varied expressions such as “Love”, “Kiss”, “Smirk” and “Cool” emojis that users are already very familiar with, as well as new ones with “Singlish” expressions such as “Blur like Sotong”, “Kan Chiong Spider”, and “Chope” to suit the local culture.
To bring these #Pepsimoji closer to consumers, Moove Media, leading Out-of-Home media owner has transformed a wall at the Dhoby Ghaut MRT station along SBS Transit’s North East Line into an Augmented Reality (AR) screen. There, #Pepsimoji will “come to life”. When a commuter appears on the AR screen, a #Pepsimoji will appear on top of his or her head on the wall at the same time, indicating the commuter’s mood at the moment. This interaction is accompanied by music, sounds of cheers and laughter, and even the hiss sound a Pepsi bottle makes when it pops open.
Additionally, PepsiCo advertised on buses to increase the effectiveness of the campaign.
Said Ms Eliza Tan, Assistant Brand Manager of PepsiCo: “As a brand which is always part of global conversations, PepsiCo is looking out for attention-grabbing media buys to portray the fun factor and liveliness of #Pepsimojis, and that came in the form of Moove Media’s AR screen.”
On using AR for the Pepsico’s campaign, Mrs Jayne Kwek, CEO of Moove Media, said: “Using AR not only livens up the campaign but also gives commuters a more interactive experience. With AR, commuters can have fun with the various #Pepsimojis on screen and with one another, which is what we want to achieve for PepsiCo.”
The Creative Agency is WE Interactive! and the Ad Agency is Mindshare Singapore.
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