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Fishermen Bags 3 Golds & 1 Silver at the Appies!

August 25, 2021 by fishermen

Kuala Lumpur, 10th July 2021 – Fishermen Integrated wins 3 golds and 1 silver at the Appies 2021, despite the pandemic!

Fishermen Integrated – 3 Golds & 1 Silver.

The APPIES Malaysia is an annual event that presents a rare opportunity for advertising, digital and marketing agencies or brands to present their best campaigns of the year to the industry. While 2020 was one of the most difficult years in the history of new age advertising, the APPIES saw an astounding amount of exceptional work, which clearly proved that a pandemic did not stand in the way of creativity.

“The pandemic truly changed the landscape of advertising. We needed something that was not only bold, but one that would engage with the audience, spark conversations and become the talk of town. That’s when we decided to re-think, re-strategise and re-work the way we did things at Fishermen Integrated, and thankfully it worked for us!” said Mark Darren Lee, the Managing Director of Fishermen Integrated.

Fortunately, Fishermen’s decision to be unconventional and bold worked out to their benefit. They took home the biggest win of the night with the most golds awarded to an agency, with 3 golds and 1 silver through campaigns done with their long standing clients, Nando’s, Pizza Hut and Grab.

Nando’s emerged as the champion of the night bagging 2 gold awards for their campaign “Re-celebrate 2020”.

When the pandemic hit in the early 2020, Malaysians were left stuck at home and missing out on many big festive occasions and milestones. Being distant from family and friends and unable to dine together brought the people’s spirits down and Nando’s wasn’t having it.

So when the lockdown eased towards the final quarter of 2020, Nando’s grabbed the opportunity to call on Malaysians to re-celebrate the missed festivities with their campaign “Re-celebrating 2020!”.

The campaign quickly caught the attention of Malaysians everywhere, curious to find out if Nando’s had made a mistake when they wished everyone Selamat Hari Raya and Happy Chinese New Year in September. This confusion caused a whole lot of buzz on social media, getting the attention of other brands that teased them at the timing of their post and that made them the talk of the town.

  • Nando's - Raya
    Nando’s – Re-Celebrate 2020 Viral Raya Post
  • Nando's - Re-Celebrate Viral CNY Post
    Nando’s – Re-Celebrate Viral CNY Post

When Nando’s finally revealed the reason behind the greetings, they had already achieved their target of raising the spirits in all Malaysians despite the gloominess of the pandemic and proceeded to share rewards with them in order to “Re-celebrate 2020” joyfully. Nando’s also engaged with all the brands that interacted with them, and truly did “Re-celebrated 2020” together.

Nando's Viral Social Media
Nando’s Recelebrate 2020, One of Malaysia’s viral social media campaigns in 2020.

The campaign topped Malaysia’s Twitter trending charts in just 2 days, and reached exceptional increase in brand mentions, sales, and total reach. While the campaign sparked loads of love and laughs, “Re-celebrate 2020” ultimately showed Malaysians that despite the situation, there was still a glimmer of hope, and it wasn’t too late to make it a good year!

“We are very happy for “Re-celebrate 2020” to receive the recognition from Appies. This is an especially meaningful campaign to us as the campaign was first and foremost, developed with our customers in mind. It was not an initiative to simply drive sales or create brand buzz but ultimately about spreading positivity when we were all hit hard by an unfamiliar challenge brought upon by the pandemic. We really wanted to create something that could re-energize our customers and we knew that “Re-celebrate 2020” had done exactly that when we saw the responses from our customers, the media as well as other brands. We are grateful for what the team has put into creating this campaign, which is 100% built based on consumer insights, fits the brand personality and our goals”, said Elaine Chiew, Senior Marketing Manager of Nando’s Malaysia

Elaine Chiew, Senior Marketing Manager of Nando’s Malaysia
Team Nando’s Malaysia

While Nando’s made a huge impact on the moods of netizens in the final quarter of the year, Pizza Hut won a gold at the Appies and the hearts of Malaysians with their campaign Pizza Heart starring Jiwang Jeff during Valentines Day.

Jiwang Jeff became the Aunt Agony of the 21st century and garnered the attention of everyone in a love dilemma, everywhere. He gave them personalised solutions to their problems and warmed their hearts with Pizza Hearts.

Pizza Heart delivery to competitors.

To spice up the campaign even further, Pizza Hut decided to spread love even to its competitors with cheeky messages that caught massive attention on all social media platforms. The campaign was a huge success and saw not only visibility and sales shoot up, but proved that all Malaysia needed at that time was to give love and spread love with Pizza Hearts!

“This award serves as a reminder for us, that whenever you are in doubt, believe in yourself, believe in your team, and believe in the agency to know what’s good for us to engage and inspire our customers. The key is to be brave, confident and just make it work!” said Quennie Tan, Senior Marketing Manager Brand Comms & Innovation of Pizza Hut.

Quennie Tan – Senior Marketing Manager Brand Comms & Innovation of Pizza Hut.
Pizza Heart - Gold Winner Marketing Excellence Award 2020
Pizza Heart – Gold Winner Marketing Excellence Award 2020

 Quennie Tan, Senor Marketing Manager, Pizza Hut

Evidently, Fishermen chose to warm the hearts of Malaysians at a very difficult time and kept the Malaysian-ness in all their campaigns allowing the people to truly resonate with them, including Grab’s campaign “Huatever you want, Grab got!” that won a silver at the Appies.   

Grab, started their campaign with a problem. Malaysians commonly saw them as a ride-hailing app but they needed to change this perspective to “your everyday, everything app”! So they ran their campaign at possibly the busiest time of the year, which is Chinese New Year, when there’s just so much to do and not enough time.

CNY 2020: HUATever you want, Grab got! - YouTube
Grab Huatever Chinese New Year

Incorporating the very Malaysian term “Tai-chi” (which means to pass your responsibility to others), Grab released a film that showed an adorable boy having to carry out all the responsibilities of his siblings for Chinese New Year. He then learns the art of Tai-chi-ing it to Grab and the campaign immediately caught the attention of netizens who were also looking for help to clean their house, shop for groceries, look for the most unusual yee sang and many more.

The campaign which brought a great pool of Key Opinion Leaders and the largest number of vendors providing unique choices of yee sang to spice up the festivities did not just solve problems for netizens, but it made them the “go-to” app for the season, which consequently changed the perspective of Malaysians about Grab.  

“The past year and a half has been very unpredictable and extremely challenging. So having 3 different clients secure wins at the Appies (Pizza Hut, Nando’s & Grab) during the pandemic, has brought us so much joy and it reassures us that we’re on the right track to bridging our clients’ wants to their consumers’ needs. Winning the 3 Golds and 1 Silver at the Appies this year has indeed boosted the morale of the team and serves as an inspiration to keep churning exceptional campaigns in the future. We are blessed to have a wonderful team of young and talented people who have been giving their all and striving to produce only the best for all our clients, despite the current pandemic situation“,  said Joyce Gan, the Group Brand Director of Fishermen Integrated. 

Fishermen Integrated burst into the Malaysian advertising scene in 2014, and has since continued to push their creative boundaries in the Digital Advertising world.

Filed Under: Uncategorized

Nando’s Says ‘Thank You PERi-PERi Much’ to Singapore With a Heartfelt Letter As Doors Open for Dining In Again.

June 23, 2021 by fishermen

Thank You PERi-PERi Much Campaign
Thank You PERi-PERi Much Campaign

SINGAPORE, 23 June 2021 – Nando’s Singapore and advertising agency partner Fishermen Integrated have penned a letter thanking everyone for doing their part in the country’s gradual reopening, making dining in restaurants possible again.

As Heightened Alert measures were implemented on 14 May 2021, F&B outlets like Nando’s had to cease dining-in services and rely only on takeaway or delivery, meaning Nando’s fans could only enjoy their favourite PERi-PERi Chicken at home.

“Our hearts are all fired up as we see our guests returning. It’s so good to hear laughter and chatter in our restaurants again, we’ve really missed hosting our guests in person. The Nando’s brand is all about people and how we can bring a smile to others. This letter is just a little message from the bottom of our hearts to thank everyone, the Nando’s way, for being extra safe so that our doors could reopen and we can do what we love  again – being a good host and serving our freshly grilled PERi-PERi Chicken,” said Nando’s Brand & Innovation Manager, Chan Ying Wah.

A complimentary meal for Delivery Riders prior to reopening, a lifetime discount for Healthcare Heroes, double points for Nando’s Members, and a welcome bottle of PERi-PERi Sauce for every guest on the first day were all part of this #ThankYouPERiPERiMuch campaign. “We also wanted to show some love to all Delivery Riders and Healthcare Heroes for going the extra mile to take care of us during this trying time,” Chan explained.


“This was our opportunity to spread some Nando’s warmth and lightheartedness on social media as well as in real life. Clearly we couldn’t thank people enough for practicing all sorts of safety measures so we can unlock the things we used to love doing.” said Adam Miranda, Fishermen Integrated Co-Founder and Executive Creative Director .

Fishermen Integrated Singapore and Nando’s campaigns (Re-Celebrate 2020 and The PERi-PERi Nando’s Party) recently picked up a number of wins at the 2021 MARKies Awards: a Silver for Most Effective Use of Social Media, followed by 3 Bronzes for Most Creative Content Marketing, Most Creative Social Media and Most Effective Use – Consumer Insights and Market Research. 

Key Visual of the Thank You PERi-PERi Much Campaign
A Nando’s Thank You to Delivery Riders before opening day.

A Nando’s Thank You to Healthcare Heroes.

Welcome bottles of PERi-PERi Sauce for every guest on the first day of reopening.

Filed Under: Uncategorized

Nando’s and Fishermen Integrated Team Up to Re-Celebrate Chinese New Year, Hari Raya and the Whole of 2020

September 28, 2020 by fishermen

KUALA LUMPUR, 28 September 2020 – Nando’s and two-time Golden Kancil winner Fishermen Integrated are collaborating once again, this time to help Re-Celebrate 2020. 

The ongoing pandemic has upended the way we live, work and socialise. With movement restrictions and the need for safe distancing, many people are sad and disappointed that they’ve had to cancel festivals, birthdays, weddings, annual gatherings and other important events with their friends and loved ones.

Adam Miranda, Fishermen’s Executive Creative Director, says these missed celebrations and cancelled plans since the year started led to this idea to Re-Celebrate 2020. “In our brainstorms, we knew this was something people all over Malaysia and Singapore needed. So why not celebrate Chinese New Year again this September. Or Hari Raya in October. Everything that you wanted to celebrate but couldn’t, you can all celebrate together at Nando’s. The campaign is about inspiring people, to let them know that it’s not too late to make it a good year,” he adds.

Elaine Chiew, Senior Marketing Manager of Nando’s Malaysia, says the campaign is in the spirit of the restaurant chain’s ongoing #KeepTheFlameBurning initiative. “2020 has been trying for many. Since the pandemic started, we have been consciously trying to do more to support our customers and community. Now, we see that it’s time to engage our customers more directly with a campaign that puts a smile on their faces. Post MCO, we also know that people are looking for ways to dine-out safely and spend more time with friends and family. We are glad to have the Re-Celebrate 2020 campaign come together to bring Nando’s to customers in our own unique sense of humour and warmth.”

Re-Celebrate 2020 launched in Malaysia today, preceded by teasers over the weekend which went viral and generated curiosity among followers on Nando’s social channels. So far, the teasers and launch video have garnered over 78k reactions, with responses from netizens as well as brands that include GSC, MBO, myBurgerLab, Marrybrown, EVA Airways, Xiaomi Malaysia and more.

Re-Celebrate 2020 will roll out in Singapore on 30 September 2020. 

Fishermen Managing Director Mark Darren Lee says in today’s social media scene, it’s important for brands to be unique, unconventional, and sometimes just plain crazy to stand out from the clutter. “Timing is also super important as it has a huge impact on a campaign’s vitality. We are thrilled that Re-Celebrate 2020 went viral and received such a good response over the weekend. This is made possible by the wonderful and awesome family we are blessed to have in our sampan at Fishermen. We are also truly grateful to have a client who trusts and believes in our ideas and strategies. Re-Celebrate 2020 is another way for Nando’s to continue building connections and loyalty with its customers by demonstrating that it is a purposeful brand that cares about people,” he adds.

Fishermen Integrated is behind the Golden Kancil-winning #BersatuForMakan campaign for BFM89.9, as well as Kucing Happy for Bank Simpanan Nasional (BSN) Malaysia.

View the launch video for Re-Celebrate 2020 at Nando’s Malaysia’s Facebook Page.

https://www.facebook.com/NandosMY/posts/10157195593351326

Filed Under: Uncategorized

Because nothing says “I Love You” better than a Pizza in the shape of your Heart.

February 14, 2020 by fishermen

A Fishermen Valentine’s Day campaign for Pizza Hut

Love is the answer with Pizza Heart, says Jiwang Jeff.

Who Is Jiwang Jeff?

We shared our Pizza Hearts. Yes, even with them. 

Dear Domeeno
Dear Mekdi..

And a love story began…

An on-going heart-to-heart drama.

Unfolding drama straight from the Heart in the press.

  • NST: Pizza Hut sends love to ‘Mekdi’, ‘Kepci’ and other competitors
  • Marketing Interactive: Marrybrown fusses about being left out by Pizza ‘Heart’ while BK and KFC play along
  • The Rakyat Post: Pizza Hut Malaysia sent Pizza Hearts with love notes to their rivals for Valentines Day.
  • KL Foodie: Pizza Hut Shows Up At Domino’s, McDonald’s & KFC’s Doorsteps With A Box Of Pizza Heart & Note

Whoa! And it has already inspired some Heart-felt Fan Fiction too.

HAPPY VALENTINE’S DAY

Filed Under: Uncategorized

Fishermen Integrated Showcases Grab’s Everyday, Everything Super App For CNY Through Entertaining Tai Chi Film

January 23, 2020 by fishermen

“Huatever You Want, Grab Got” has so far logged in over 4.1 million views

Grab has once again collaborated with two-time Golden Kancil winner Fishermen Integrated, this time for its 2020 Chinese New Year campaign, “Huatever You Want, Grab Got”.   

As part of the campaign, Grab released “The Art of Tai Chi”, a 3-minute film which debuted on 7 January 2020. The amusing, Kung Fu Hustle-inspired clip tells the story of Little Bro who is often the victim of his family members’ “tai chi attacks” when it comes to Chinese New Year chores. With guidance from his family gardener, Little Bro finally masters the art of Tai Chi by “tai chi-ing” his family’s Chinese New Year chores to Grab.

Andrew Tan, Fishermen’s Executive Creative Director, said the film is meant to be another showcase of Grab’s everyday, everything super app, similar to

Andrew Tan, Fishermen’s Executive Creative Director, said the film is meant to be another showcase of Grab’s everyday, everything super app, similar to

#BuangBalikRaya, Grab’s Hari Raya film from 2019. “Leading up to Chinese New Year, Grab introduced new services beyond transportation to help Malaysians prepare for the celebration. Like other festive occasions, there are plenty of chores to be done. However, some shift, or colloquially, ‘tai chi’ their responsibilities to others. We saw this as an opportunity for Grab to help these ‘tai chi victims’. Through an entertaining martial arts film, we helped convey the message that whatever they need, they can ‘tai chi’ it to Grab.”

Hassan Alsagoff, Grab Malaysia’s Country Marketing Head, said: “Our everyday, everything app makes it easy and convenient for everyone to take care of their Chinese New Year preparations. From transport to food delivery, shopping and more – all through a mobile wallet – you can get Huatever you need, from a single app.”      

Alsagoff added that popular GrabFood orders leading up to the celebrations include Nando’s sharing platters and Yee Sang from Salad Atelier and Madam Kwan, whilst shopping online from Prestomall and Zalora is on an upward trend.

Since its launch, “The Art of Tai Chi” has gained strong traction and positive feedback with over 4,164,036 views and is featured as one of the top ads for Chinese New Year 2020.

In the news:

  • Marketing Interactive: Grab runs regional CNY campaign promising ‘Huatever you want, grab got’
  • Says: Check Out These 14 Must-Watch Chinese New Year Ads Of 2020
  • Branding Asia: Grab’s 2020 Chinese New Year Ad Will Most Certainly Grab Your Attention

Filed Under: Uncategorized

© Fishermen 2020