SOY BRINGS YOU JOY

The Challenge

• SOYJOY has a strong product premise: a health bar made by a Japanese Pharmaceutical Company promises quality with real fruits and whole soy. SOYJOY is high in protein, contains isoflavones that’s good for the skin, and low GI (Glycemic Index) that keeps your body glucose level healthy thus helping in weight management.

• However, the brand currently lacks a big following because not many are aware of what SOYJOY really is, and those who are aware has not related the benefits of the soy bars to themselves. In the market, there are also a variety of health bars and snacks available to the consumers, which are cheaper or tastier.

• The Health Promotion Board in Singapore refused to endorse Soyjoy even though it is low in GI. Hence, Soyjoy is still not seen as a healthy product.

• The Challenge: how do you convince the target audience to buy SOYJOY?

The Insights

• SOYJOY’s target audience are working females, aged 18-35. In Singapore, most in this group have careers, and many juggle between work and family responsibilities. They all lead hectic, stressful lifestyles symbolic of the fast-moving society, which is why anything that helps them look good and feel good is highly appreciated.

• Soy based products was more understood in Singapore than low GI. Hence, the opportunity was to own the benefits of SOY.

The Idea/Solution

• To own the benefits of SOY where SOY gives you JOY.

• We introduce the concept of 2 minutes of Soy Goodness to remind women to take time out amidst their hectic, stressful lifestyles. 2 minutes of Soy Goodness stems from the idea that you only need 2 minutes to eat a SOYJOY bar for your daily dose of goodness.

• The campaign is executed as two games – a mobile game and a Facebook game. To play the games and participate in the chance to win prizes, participants must unlock the game by keying in a unique code that’s found on every SOYJOY bar during the campaign period. Thus merging the concept of traditional promotional coupons within the digital campaign mechanics.

• The 2 minutes of Soy Goodness campaign has an emotive message that encourages women to take care of themselves by eating and living right. The real tangible output of this is the fun they experience as they play the 2 minute games.

2 minutes of Soy Goodness An digital integrated campaign aimed at 22 - 34 year old women in Singapore to better

appreciate and understand the benefits of SOY.

The birth of Oba! SOY! SOY! SOY!

Brand new branded site

New Facebook engagement with F-commerce

For the first time in Singapore we piloted F-Commerce and sold Soyjoy bars directly to Fans!

Greater sustainable engagement growth with Fans!

Real-time Optimisation

Branded Videos that entertain and educate

12 branded videos were created

Home screen for mobile game and Facebook game.

Activation screen where players are prompted to key in their unique code to register for the contest.

Mobile Game and Facebook integration

Educational screen that provides soy facts and health tips to players at the start of the game.

Game play screens.1) Oba eating bean on mobile game2) Oba collecting beans on Facebook game

Mobile Game and Facebook integration

Engagement Mechanics

Game

Facebook

or

Get to know campaign details and prizes, games

Buy any pack, key in unique serial number

to activate game.Users can check their

standing on game leaderboard(mobile or

Facebook)

Top scorer of the month wins a prize

Overall top scorer wins trip to ParisWhen new bonus

content is up, users get notification to engage only for a limited time

only

Buys the other packs and scans to activate

bonus contentUnlocking new bonus content gives users more

points. These content are presented our Japanese talent Oba

Overall Mechanics

Game allows users to play for 2 Min. Users are reminded that they can try again at the next snack time. They complete a form and submit their high score.

THANK YOU

For more information please visit www.xm-asia.comOr connect with gerard.lim@xm-asia.com