2011 Winners & Shortlists

The Campaign

SIBLOU, a leader in the seafood retail category, is a diversified product range that provides the market with quality products and services tailored to every customer’s needs. Our main objective was to increase the consumption habits of seafood among all those who rarely eat fish. In order to do so, we introduced a striking visual language: the fish face. By associating the fish face to the brand, SIBLOU was setting a trend and taking hold of the fish segment entirely, instead of focusing exclusively on the frozen segment.

Success of the Campaign

The interactivity of the campaign boosted the sales, and generated a massive buzz and great awareness with more than 14,000 visits to the website, hundreds of people from different ages and backgrounds entering the competition, more than 25,000 page views and more than 1,500 likes on facebook.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We maximised visibility and awareness and were able to set the trend through a multimedia campaign that was launched with a TVC, then followed by the outdoors, POSM, supermarket branding, stickers, flyers, danglers and TV bumpers. The ATL operation sent the viewers to the micr site www.dothefish.com. The microsite encouraged them to enter a competition for a chance to win valuable prizes. On the microsite, they were able to upload movies or pictures of them doing the fish, rate entries and engage fully with the campaign. A facebook operation was launched, uniting the new community; a smiley illustrating the fish face was created. People of different ages and backgrounds were seen 'doing the fish' as a sign of their craving, becoming themselves the bearers of the campaign message and ambassadors of the brand. Even comedy shows on local television adopted the concept.