SoyJoy targets white collar women between 24 and 40 years old. The new website is based in an office setting with a twist. The office is in a relaxing and quiet forest away from the hustle and bustle of city life.
Ogilvy has created four new characters, each representing a website function including product information, ingredients explanations, retail and e-commerce details and an interactive game.
The website features an Oishii (meaning tasty in Japanese) Wall where people can submit photos of themselves enjoying a SoyJoy bar in order to illustrate how eating a bar leads to a happy facial expression.
Creative director Troy Lim at Ogilvy said: "SoyJoy is best consumed when consumers need a little break during the afternoons for a quick snack. Hence, we wanted to build a website that allows our consumers to ‘escape' for those 10 minutes."
Lim adds that one of the biggest challenges is to create an evergreen platform that refreshes content to keep consumers engaged.
Credits:
Project SoyJoy Website
Client Otsuka Pharmaceutical Group
Creative agency Ogilvy & Mather Singapore
Creative director Troy Lim
Copywriter Esther Tan
Art directors Sharon Tan, San San Yap
Planners Sonal Narain
Account servicing Lynn Chong, Ausborn Lim
Exposure Online
