ASIA-PACIFIC – SINGAPORE, SEPTEMBER 27, 2010 – Building on the success of its “Much Effort, Little Effort” last year low GI (glycemic index) bar SOYJOY and Ogilvy & Mather Singapore have launched “Anti-Snack”: a three-part animated web series that portrays SOYJOY as the antidote against unhealthy snacks in a similarly humorous manner.
Titled “Showdown at Hawthorn Village”, “The Massacre of Fries” and “The Last Revenge”, the mini webisodes can be found at the SOYJOY website (www.SOYJOY.com.sg). In each webisode, various characters take on junk food such as curry puffs, donuts, French fries and fried chicken, aided by SOYJOY bars. The villains are ultimately slain, and consumers are encouraged to take the Anti-Snack pledge.
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Targeting women between 25 to 35 years old, the online campaign was accompanied by an event that happened on September 16 and 17. The four bad snacks made an appearance and consumers won prizes by shooting at them with toy guns.
Said Jon Loke, Head of Art, Ogilvy & Mather Singapore, “The campaign lives predominantly in the online space, because we’re targeting upwardly mobile women who spend a large part of their time on the move. Online is the perfect medium to reach them while they’re out and about.”
The online campaign also dovetails with the launch of the SOYJOY website in July. Within the first two months of its launch in July, the website has garnered more than 26,000 hits.
Credits:
Creative Agency : Ogilvy & Mather Advertising Singapore
Brand / Client : SOYJOY Campaign Title : The Anti-Snack Campaign
CD : Troy Lim \ Jon Loke
Copywriter : Adrian Yeap
Art Director : Chris Soh, San Yap
Planners : Sonal Narain
Account servicing : Kim Tan
