Soyjoy and XM/JWT Singapore encourage you to treat yourself right in new integrated campaign

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 from now till 18 December, positions SOYJOY as a symbol and reminder for women to take time out to treat themselves well so that they may stay healthy and experience more joy, even at work.

The campaign promotes taking short 2-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.

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 marks the first major campaign in the client/agency partnership, which was formed early this year.

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iPhone App

Facebook App

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