Soyjoy promotes health with campaign from XM/JWT

Consisting of a mobile app and Facebook platform, the campaign targeted at working female professionals in Singapore who put their bodies through daily stress and abuse. It promotes the idea of consuming the soy bar without feeling guilty.

The campaign will run until 18 December, positioning 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.

It encourages consumers to take short two-minute breaks to enjoy a bar of Soyjoy and play a mobile or 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.

The ‘2 Mins of Soy Goodness’ campaign is the first major campaign between Soyjoy and XM/JWT, since the partnership was formed earlier this year. In June, the snack bar brand appointed XM-Asia to market its products through digital channels and on-ground activation.

Valerie Cheng, ECD of XM/JWT Singapore, noted that this integrated campaign was created for women to experience what short breaks could do for their health and well-being. It is 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,” she said.

Ricky Lim, country manager for Soyjoy, added that the 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,” he said.