The Promotional Idea Showcase -
Summer 2001 - Updated
Quarterly
Sure, some folks spring out of bed in the morning, ready to go. But let’s get real; most of us hate it when the alarm goes off. We hit the snooze button for a five-minute reprieve, hoping deep down it’s really the weekend. And all because of a simple fact: Most people don’t enjoy their jobs. They trade the time for the paycheck.
Now imagine what it’d be like if you truly looked forward to work. It you didn’t mind spending your day there. If it was actually fun. Pretty unlikely, right?
Not if you’re following the FISH! philosophy developed by ChartHouse International Learning Corp., a maker of learning films for HR departments/trainers. The philosophy: Take the drudgery out of work and turn it into a rewarding activity.
The program was inspired by Seattle’s Pike Place Fish Market, its second-biggest tourist attraction. After a day of filming a project, ChartHouse president/producer John Christensen found himself at Pike Place. He was intrigued by the level of fun workers displayed, joking with customers while encouraging them to join in.
Christensen decided to develop two motivational documentaries based on the market – FISH! and FISH! Sticks. “We tried to package or bottle the excitement and the things they were using – their philosophies – to change themselves from an ordinary fish market into this world-famous tourist attraction,” explains Patrick North, new media designer at
ChartHouse.
While developing the video, a conscious effort was made to make the packaging colorful to complement the message. A magnet was included with each video to increase brand awareness and provide a reminder of the program.
The films were an immediate success ... and so were the magnets. Customers called for more. One magnet turned into several styles, which led to other products. “When you’re using the films,” says North, “it’s easy to get excited about it and go through the motions as you’re watching them. But two weeks later [it tapers off]. These magnets and ancillary items help maintain the FISH! philosophy and keep it alive.”
One of the more popular items is the Participant’s Pack, used to assist trainers. Included in each is a Playbook containing exercises, a fish-shaped pen, a second magnet and a plush bean-bag fish called Pete the Perch. This led to T-shirts, caps, posters, songs, cards, stickers, lapel pins and even more magnets.
The videos became ChartHouse’s best-selling ever, winning several awards, including the Mobius design award. In the first four months alone, the firm sold over 9,000 magnets, not to mention generating a selection of other items that will continue to sell into the foreseeable future.
Now that’s one heck of a fish story.