2-Min Of Soy Goodness

Objective

SoyJoy sought to reinforce its positioning as a health-conscious snack choice for busy working professionals, particularly women, in Singapore. The campaign aimed to create an engagement vehicle that associated the brand with wellness, stress relief, and guilt-free snacking moments during the workday, educating Singaporean consumers about soy's health benefits in a joyful way. By linking the game directly to product packaging, the brand intended to drive both engagement and repeat purchases.

Solution

A cross-platform casual gaming campaign for the Singapore market, featuring a mobile app and a Facebook game centered on puzzle gameplay with bonus rounds timed to typical snack breaks throughout the day. Players used redemption codes printed on SoyJoy packages to unlock special bonus rounds and reveal exclusive videos of the campaign's host, "Oba," a quirky Japanese man. The campaign was designed to appeal to female professionals looking for quick mental breaks and wellness-focused activities.

Results

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