Pepsi Live for Now Singapore

Overview of the campaign

Members of the public could snap a photo with their favourite Manchester United player without experiencing the hassle of traveling to Old Trafford.  All they had to do was pop by The Star Vista or Junction 8 where an Augmented Reality campaign took place on the malls’ digital screens. The public could step on the marker to kick a virtual ball on the screen and a Manchester United player would appear beside them for a rare photo opportunity. These players include Ryan Giggs, Robin Van Persie, Shinji Kagawa and David De Gea.  The entire campaign took place over a period of two consecutive Sundays at Junction 8 and Star Vista (3rd November and 10th November 2013). In over a period of only 8 hours, more than 9,920 images were captured on the Junction 8’s digital screen. Similarly, 8,235 images were taken at The Star Vista.

How is OOH Media involved?

Pepsi wanted to create hype for their new sponsorship deal with world-famous football team Manchester United. A group of 10 to 15 people were involved to increase brand awareness. Pepsi wanted a campaign that would reach out to their target audience:  youths, and in this particular case, males.

Based on the incessant popularity of soccer in Singapore, Pepsi came up with a campaign that resonates well with Manchester United fans.  High-profile Manchester United players were shown on the digital screen, which included goalkeeper David De Gea, midfielder Shinji Kagawa, forward Robin Van Persie and legendary player Ryan Giggs.

In order to resonate with Pepsi’s target audience, Pepsi – aided by OOH Media – created an interactive and entertaining campaign.  It was then decided that an Augmented Reality (AR) event would be carried out.  A rising trend in the advertising industry, AR helps to immerse users more fully into a particular reality by adding sounds and graphics.  In this case, users were made to feel like they were part of a football match.

Out of the several malls that OOH Media partnered with, Junction 8 and The Star Vista were chosen to carry out the campaign.  With a combined footfall of 3.5 million monthly, prime positioning near schools and MRT stations and affluent nature, the intended target audience can be reached easily, and more.

Pepsi-Live-for-Now-Singapore_tmp04On the 3rd of November 2013, from 11am to 9pm, Pepsi and OOH Media kicked off the augmented reality campaign at Junction 8.  The following week, the event took part at The Star Vista.

Vinyl stickers were placed on the floor as a marker for the AR activation zones, as well as an indication to passers-by about where to stand.  Upon standing on the markers, a user would be able to see himself or herself along with a virtual soccer ball beside him/her.  By simply kicking the ball, the Augmented Reality (AR) would be triggered.

During the AR sequence, a Manchester United player – David DeGea, Robin Van Persie, Ryan Giggs or Shinji Kagawa – would appear beside the user.  This would be accompanied by sound effects such as the roaring of the crowd or chants, thereby further attracting people’s attention.  Users could choose to kick the ball again to reveal another Manchester United player or take a picture with the existing one.  The AR was not just limited to one person, multiple users could interact with the screen as and when they wished.

Pepsi-Live-for-Now-Singapore_tmp0203_02

To add a twist, at random moments, a giant life-sized Pepsi bottle would appear on the screen instead of a Manchester United player. This would be accompanied with a crowd screaming, “Goal!” After which, a referee on-ground would pop up and blow his whistle before handing the user a free bottle of Pepsi and other freebies. Those who wanted to take a picture with a life-size Pepsi bottle could do so and even get an instant 4R photo for free if they uploaded it on Instagram with the hashtag ‘#PEPSILIVEFORNOWSG’.

Pepsi-Live-for-Now-Singapore_tmp05To add a twist, at random moments, a giant life-sized Pepsi bottle would appear on the screen instead of a Manchester United player. This would be accompanied with a crowd screaming, “Goal!” After which, a referee on-ground would pop up and blow his whistle before handing the user a free bottle of Pepsi and other freebies. Those who wanted to take a picture with a life-size Pepsi bottle could do so and even get an instant 4R photo for free if they uploaded it on Instagram with the hashtag ‘#PEPSILIVEFORNOWSG’.

Class 95 DJs Glenn Ong and Mike Kasem were on site to host the event, as well as interview people taking part in the event. Picked for their candid and comedic personality, the DJs added much hype and participation from the crowd.

Pepsi-Live-for-Now-Singapore_tmp06Despite the fact that only Manchester United players were displayed on the digital screen, the campaign attracted excited football fans of all teams. In over a period of only 8 hours, more than 9,920 images were captured on Junction 8’s digital screen.  That translates to about more than 20 pictures per minute, or 1 interaction every 3 seconds!  Similarly, 8,235 images were taken at The Star Vista, amounting to an average of 17 photos per minute, or 1 interaction every 3.5 seconds! The event was immensely successful, drawing curious and excited crowds to the 2 malls, and bringing in additional mall traffic to our mall partners.

6 60-second roving reports were filmed live in a span of two hours where excited fans relived their experience enthusiastically. As the use of Augmented Reality by Pepsi was a first in Singapore, the campaign was covered by the various news updates on Channel 5, 8, U and CAN, as well as press coverage on Today. Additionally, an article appeared on Asia Radio Today, an international online publication that is visited by more than 80,000 people per month.

This campaign included not only AR, but also traditional media elements, such as Class 95 DJs, tv features and bus shelter advertisements, making the entire campaign a cohesive and complete one.