ASIA-PACIFIC – SINGAPORE, OCTOBER 27, 2011: SOYJOY, along with agency partner XM/JWT Singapore have launched ‘2Mins of Soy Goodness’, an integrated campaign consisting of a mobile app and Facebook platform to promote the healthy soy bar’s ability to let you snack without feeling the guilt.
Targeting working female professionals in Singapore who put their bodies through daily stress and abuse, the campaign, which is ongoing until December 18, positions SOYJOY for women to take time out to treat themselves well, even at work.
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The campaign promotes taking short two-minute breaks to enjoy a bar of SOYJOY and play an addictive mobile game or a brain-teasing Facebook game hosted by a quirky Japanese man called ‘Oba.’ The games are pre-programmed with bonus rounds which come on during snack times and are activated with special codes on every SOYJOY pack to reveal special videos of Oba.
Over three months, the monthly top scorer of each game wins SGD800 worth of Ion shopping vouchers. Players who reach the 12 Bonus Rounds and log their scores qualify for raffle draw of a five-day, four-night trip for two to Paris.
Said Valerie Cheng, ECD of XM/JWT Singapore, “We created this integrated campaign for women to experience what short breaks could do for their health and well-being, all the while, keeping in line with the bar’s brand purpose of making staying healthy feel fun and easy. Through the mobile application and Facebook page, the campaign leverages the ability to target and engage audiences at strategic snack times, which is unique to these platforms.”
Ricky Lim, Country Manager for SOYJOY, said “The ‘2Mins of Soy Goodness ‘campaign informs people about soy’s health benefits in a joyful manner. Most Singaporeans know and like to consume soy. SOYJOY simply introduces a new way of consuming soy to allow Singaporeans to enjoy the benefits conveniently.”
The ‘2 Mins of Soy Goodness’ campaign is also supported on the SOYJOY website. It is the first major campaign in the client-agency partnership, which was formed early this year.
CREDITS
Chief Creative Officer: Jun Fukawa
Executive Creative Director: Valerie Cheng
Creative Directors: Alan Leong, Michele Wang, Parixit Bhattacharya
Art Director: Roy Lim, Ivan Ng, Follen See, Joel Chua, Zheng Xinting
Copywriter: Melissa Neo, Parixit Bhattacharya
Programmer: Koh PuuChyng, Bagus Kuncoro, Lee Liakwee
Planner: Choo Fenglian, Rohan Mann
Producer: Audrey Arevalo, Alex Soh
Account Executive(s): Paul Soon, Ong Lusun, Huang Yizhong
Director: Freeflow Productions
Production Company: Freeflow Productions
Post-Production: Chameleon @ JWT
Editor: Luis Calvo
Editing House: Chameleon @ JWT
Music: Songzu, Singapore
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