Jane Leung
Jul 23, 2010

SoyJoy Singapore gives women a break with new website design

Nutritional soy bar brand SoyJoy has revamped their website to appeal to female office workers seeking a break in Singapore.

SoyJoy Singapore website
SoyJoy Singapore website

SoyJoy targets white collar women between 24 and 40 years old. The new website is based in an office setting with a twist. The office is in a relaxing and quiet forest away from the hustle and bustle of city life.

Ogilvy has created four new characters, each representing a website function including product information, ingredients explanations, retail and e-commerce details and an interactive game.

The website features an Oishii (meaning tasty in Japanese) Wall where people can submit photos of themselves enjoying a SoyJoy bar in order to illustrate how eating a bar leads to a happy facial expression.

Creative director Troy Lim at Ogilvy said: "SoyJoy is best consumed when consumers need a little break during the afternoons for a quick snack. Hence, we wanted to build a website that allows our consumers to ‘escape' for those 10 minutes."

Lim adds that one of the biggest challenges is to create an evergreen platform that refreshes content to keep consumers engaged.

Credits:
Project SoyJoy Website
Client Otsuka Pharmaceutical Group
Creative agency Ogilvy & Mather Singapore
Creative director Troy Lim
Copywriter Esther Tan
Art directors Sharon Tan, San San Yap
Planners Sonal Narain
Account servicing Lynn Chong, Ausborn Lim
Exposure Online

Source:
Campaign Asia

Related Articles

Just Published

46 minutes ago

Omnicom in talks to buy Interpublic – report

Omnicom and IPG: rumours of a merger surfaced a year ago

2 days ago

Dentsu & Publicis excel at Campaign's Greater China ...

Dentsu Creative leads Agency of the Year Greater China awards winning the most metals, while Leo Burnett scoops the most Golds.

2 days ago

Agency of the Year 2024: Greater China winners

Dentsu and Leo Burnett clinched key creative awards, Starcom shone in digital innovation, and Zenith solidified its media grip at the 2024 Greater China Agency of the Year Awards. See all the winners here.

2 days ago

Campaign expands its coverage into Indonesia

The launch of its Bahasa Indonesia language publication bolsters Campaign’s global expansion, following new German and Canadian editions launched earlier this year.