2Mins of Soy Goodness

An integrated campaign consisting of a mobile app and a Facebook platform to promote the healthy soy bar’s ability to let you snack without feeling the guilt.

Targeting working female professionals who put their bodies through daily stress and abuse, the campaign, 2 Mins of Soy Goodness , 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.

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.

“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.