PepsiCo has launched a set of 26 emoticons in Singapore featured on Pepsi bottles and cans for its latest Pepsimoji campaign. Partnering with Moove Media, it transformed a wall at the Dhoby Ghaut MRT station along SBS Transit’s north east line into an augmented reality (AR) screen.
Featuring emoticons with varied expressions such “Love”, “Kiss”, “Smirk” and “Cool” emojis that users are already very familiar with, “Singlish” expressions such as “Blur like Sotong”, “Kan Chiong Spider”, and “Chope” were also included to suit local culture.
When a commuter appears on the AR screen, a “Pepsimoji” will appear on the top of his or her head on the wall at the same time, indicating the commuter’s mood at the moment. Accompanied by music and sounds of cheers and laughter, this interactive experience also has the hiss sound a Pepsi bottle makes when opened. The campaign was also advertised on buses to increase mileage.
“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,” said Eliza Tan, assistant brand manager of PepsiCo.
On using AR for the PepsiCo’s campaign, Jayne Kwek, CEO of Moove Media, said that the brand wanted to give commuters a more lively and interactive experience as opposed to conventional means of interactive campaigns.
“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,” she said.
The creative agency and ad agency for #Pepsimoji is WE! Interactive and Mindshare respectively.
Source: Marketing Interactive