Campaign details

Brand: Pepsi
Brand owner: Suntory PepsiCo Beverage (Thailand)
Lead agency: Mindshare Thailand
Country: Thailand
Industries: Carbonated soft drinks
Media channels: Games & competitions, Livestreaming, Online display, Programmatic display, Social media, Virtual & augmented reality
Budget: Up to 500k

Executive summary

The world's moment in football was mid-2018 and Pepsi, with its motto 'Live for Now', wanted to live and breathe the moments with its young target audience in Thailand. Given that countless brands would want to do the same, Pepsi needed to stand out from the crowd to get the short-lived attention of young consumers who are always on mobile phones.

Pepsi built Thailand's first web-based augmented reality (AR) football game that was easy to play on a mobile phone, and somewhat addictive. The game was topped off with great prizes that were very appealing to its young target audience. No app was needed to play – users simply accessed the site directly or via banner ads.