Our brief was to reward BCF’s (Boating Camping Fishing) high-value club members and stimulate sales. Instead of finding off-the-shelf promo items and slapping a logo on them, we invented our own.
BCF are all about selling gear that helps customers land the big ones. The nature of fishing however, is that even the best fishermen with the best gear, still catch little fish. With You-Wish-Fish, even tiddlers could become trophies.
The inspiration for the idea was the classic fish photo. We noticed people held their fish right out to camera to make them look bigger. We took that behaviour and pushed it further by creating tiny plastic hands to hold the fish and make it look even bigger.
A sales promotion targeted BCF Club Members in specific locations so we could measure the success of You-Wish-Fish. Results showed BCF Club Members who received the EDM offer came into stores and spent over the average basket value.