Turning Virtual Out-of-Home (VOOH) Magic into Reality: The Sunshine SHOKUPAN GOLD Purple Sweet Potato Campaign
How do you launch a limited-edition product that stands out in a saturated market while building excitement and trust among consumers? For Sunshine Bakeries, the challenge was to introduce their new Purple Sweet Potato Loaf in a way that not only highlighted its unique flavour but also resonated with their audience’s love for authenticity and novelty.
We stepped in with a bold approach that combined innovative storytelling, eye-catching CGI visuals, and immersive influencer engagement. By leaning into the loaf’s distinctiveness—its real sweet potato chunks and limited availability—we crafted a campaign that celebrated novelty at every touchpoint, creating an unforgettable product launch that captivated audiences locally and beyond.
The Goal: Showcasing Novelty in Every Bite
Sunshine Bakeries wanted to introduce its limited-edition SHOKUPAN GOLD Purple Sweet Potato Loaf with a campaign that celebrated the loaf’s unique selling points—real sweet potato chunks and a soft, fluffy texture—while highlighting its novelty in flavour and concept. The goal was to excite consumers and create a buzz around the product, making it a standout in a crowded market.
The Strategy: Capturing Novelty Through Novelty
Our strategy was simple: highlight the product’s uniqueness through equally unique and imaginative executions. By weaving innovation into every touchpoint—from a CGI reveal video to giant loaf media kits—we created a sense of wonder and excitement that matched the product’s distinctiveness.
The Creative Process: Magic in the Making
The campaign kicked off with the “Purple Magic” CGI video, depicting animated sweet potatoes growing in the heart of Orchard Road before revealing the loaf. This novel execution sparked curiosity and set the tone for a playful, engaging campaign.
To bring the product closer to the audience, we leaned into transparency with a light-hearted reveal that celebrated the real bread now available in stores. The excitement continued with bespoke media kits—giant loaf replicas filled with real Purple Sweet Potato Loaves—delivered to influencers, sparking authentic content and enthusiastic reviews.
The Outcome: A Magical Impact
The campaign garnered thousands of organic reach, hundreds of engagements, and a feature in Marketing Interactive. The CGI video transcended Singapore’s borders, amplifying Sunshine Bakeries’ brand presence. Influencer collaborations and creative contests drove product trials and consumer engagement, laying the groundwork for lasting brand loyalty.
Mashwire’s approach ensured Sunshine Bakeries not only captured immediate attention but also established a foundation for sustained consumer connection. By celebrating the loaf’s novelty with imaginative storytelling, we helped Sunshine position itself as a brand loved locally and recognised globally.
Contact us to turn your product’s story into an unforgettable campaign.
January 2025
