Based on the values of the glycemic index, soy is one of the best low GI foods there is out there. Soyjoy wanted a campaign that zeroed in on the ladies. It had to remind more people about the benefits of snacking on soy bars, instead of scoffing down donuts. Uh huh. Looking at you, Krispy Kreme.
Working with a few art directors, we outlined a simple two-minute game that delivered soy centric content:
• The game included Bonus Rounds that gave players 5x the usual points
• To submit a bonus score, players had to enter a unique serial code found on a Soyjoy package
• We included in-game video content that explained the benefits of soy
• The 2010 tsunami had just happened, so instead of winning a trip to Japan, the top scorer won a trip to Paris
We created a Japanese character Oba, who was the star of our two-minute mobile game. He appeared in all the over-the-top Japanese-style videos that we shot, and acted as Soyjoy's spokesperson at a meet-the-bloggers session to launch the contest.
If you'd like to download the app, here's the link.
You can also see what trade rag Campaign Brief Asia had to say.
