• July 17, 2025

Award Winners Spotlight: Yellow Fish

Award Winners Spotlight: Yellow Fish

Award Winners Spotlight: Yellow Fish 1024 684 micebook.

Yellow Fish topped two categories at this year’s micebook Awards, taking home the Best Incentive and Best Internal Communications Event Awards for its work with Mazda and Softcat. We shine the spotlight on the agency’s winning entries…

Best Incentive: Mazda Elite Club 2024

Mazda Elite Club Incentive 2024 needed to exceed high expectations set by past Elite events (including the award-winning Colombia campaign of 2023), establish a sales incentive that encouraged dealer principals to surpass annual targets in a tough market and deliver a once in a lifetime experience.

The solution created by Yellow Fish was a five-night, three-stop journey through India’s Rajasthan region, blending the vibrant cities of Delhi and Jodhpur with the soul-stirring serenity of Delwara village.

The agency worked hard to create a new Indian story, one that romanticised the destination and ensured its appeal to the highest calibre of attendee. The journey began with a deep dive into the buzzing heart of Delhi, while in Jodphur, guests explored Mehrangarh Fort with a twist – turning a traditional sightseeing day into an interactive adventure.

But the real cultural heart of the trip beat strongest in Rohet village, where the group came together with the local community to stage a traditional Indian festival – a celebration funded by Mazda but very much intended for the local community. It was a standout moment where community impact and guest experience came together powerfully.

Results were impressive – 20% of the Mazda dealer network qualified with a 100% attendance and uptake level – and both the client and attendees fed back that the trip was one of the ‘most incredible experiences of their lives’.

Judges described the event as “truly unique, pushing the boundaries of what would be the ‘norm’ for an incentive destination”.

Best Internal Communications Event: Softcat Kick Off 2024 

IT services provider Softcat is an on aggressive growth journey with an ever-expanding presence across the globe. The most important event in the internal calendar, Kick Off is a chance to unite 2,100 + employees, celebrate Softcat’s culture, align employees with the brand’s strategic priorities for the financial year whilst showcasing 70+ partners in inventive ways.

Following a competitive pitch Yellow Fish collaborated with Softcat deliver ‘the best kick off yet’ according to one 2024 attendee. With employee numbers up 10-15% YoY, every element of the event needed to be reimagined.

At the heart of the objectives was the desire to create an experience that truly united colleagues who were rarely together. Another key objective was to work closely with the DEI network to improve accessibility to the event.

Yellow Fish delivered a creative concept that wrapped around the experience to allow employees to explore the Softcat world including an 80m immersive curved screen, Softcat Street, the new expo home for vendors, Matt Lucas as the awards host in the round and finishing with an out of this world party.

Softcat Street was an immersive street experience complete with bakeries, gyms, travel agencies, clothing stores and more, with each vendor reimagined in a typical high street setting. The entire experience was gamified to make it interactive and encourage employees to interact with vendors.

Feedback was impressive – 96% of the audience rated the event good to excellent and 87% of vendor partners felt that had achieved their goals for the event.

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