7DAYS kicks off World Cup fever with digital passports for Malaysians

Bakery brand 7DAYS is allowing Malaysians to switch nationalities for a day to support their favourite football teams from the FIFA World Cup without losing their Malaysian roots. Just like croissants that are filled with fun and surprises, Malaysians are filled with love for their favourite football teams from another country and the brand is showcasing that through its campaign titled “Croissant Outside, Cheer-full Inside". 

The campaign kickstarts the season with a contest. By answering a simple quiz on the microsite, it will determine which country the players are a fan of, with combinations such as Arlaytina (Argentina + Malaysia), Mengland (England + Malaysia), and Mazillian (Brazil + Malaysia), among others. The player will then be given a digital passport as proof of their support for their favourite team, and be in line to win prizes related to the country they support. 

Cindy Yeo, Muchico Bakery marketing manager, explained that through this initiative, it hopes to bring football fans nationwide a fun and exciting time for the year-end, regardless of which country they support.

Clarence Koh, chief operating officer at Naga DDB Tribal, said that it's important for brands today to create experiences. "Marketing, brands, they’re doing a lot of talking, but it’s just not enough. It needs to make people feel, and think, and act. That’s what we achieved with 7DAYS," he said.

Koh added that the team \wanted to create something for the football fans that spoke to how they truly felt, to be fans of their favourite teams not just as a fan, but as a citizen. "Every 7DAYS pack you open now, you are experiencing what it’s like to be part of a team, a nation, and a community,” he added.  

This year's World Cup is held in Qatar and organisers recently announced that further 30,000 rooms had been made available to visitors. Meanwhile, ESPN said nearly 2.9 million tickets have been sold for the World Cup, with only 7% of the seats left. World Cup sponsors include Budweiser, Byju's, Crypto.com, Hisense, vivo, McDonald's, and Mengniu, Meanwhile, FIFA partners include Qatar Airways, Qatar Energy, Hyundai, Coca-Cola, adidas, Wanda, and Visa.

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