That’s the marketing magic behind the latest campaign from Fishermen Integrated for Subway and Grab Malaysia — one that proves the best ideas don’t always come in big packages.
When Subway joined Grab Signatures, Fishermen knew the announcement couldn’t just be business-as-usual.
“A Subway sandwich is more than just lunch. In Malaysia, the 6-inch sub is practically a unit of measurement,” quipped Andrew Perera, Creative Director at Fishermen.
“That insight — that even something small is recognisably impactful — became our creative north star.”
Shrinking Expectations, Enlarging Delight
The idea?
Turn the iconic 6-inch sandwich into a literal advertising scale.
Six cleverly crafted mini-billboards, each exactly 6 inches wide, were installed across six Klang Valley MRT stations — from Muzium Negara to Bukit Bintang — turning daily commutes into moments of surprise.
This wasn’t just stunt advertising.
It was a love letter to everyday Malaysian quirks and humour.
“We wanted to delight people with something unexpected. That was always the goal,” said Joyce Gan, Fishermen’s Co-Founder and Group Brand Director.
The miniature billboards, complete with tiny Grab riders delivering subs, weren’t just cute — they became Instagrammable talking points, driving footfall and engagement both offline and online.
Complemented by animated 6-second social videos, the campaign struck a rare balance between tactile and digital storytelling.
Behind the scenes, the campaign was powered by an unusually collaborative engine.
Fishermen led the creative, with Grab Malaysia and Subway Malaysia fully hands-on, and Accenture Song providing operational support.
Each partner brought different strengths, but the shared vision remained clear: scale down the visuals, dial up the fun, and never compromise on impact.
“It was a constant balance between playful creativity and precision execution,” shared a Fishermen team member.
“Designing six entirely different miniature installations to suit each MRT station’s environment took weeks of testing. Placement was another challenge — securing public transport locations and ensuring visibility while staying true to the sub’s actual size.”
The Subway Scavenger Hunt
To fuel even more buzz, the team launched a cheeky contest: spot all six miniatures, snap them, and stand a chance to win a year’s worth of Subway sandwiches.
The contest ends 30 June 2025, and it has already sparked excitement online, with commuters turning the search into a mini adventure.
“We’re creating a big OOH presence using the smallest OOH billboards,” Joyce explained.
“And the contest was a natural way to reward curiosity and drive deeper engagement.”
Why Malaysians Love It
Why did it click so well with Malaysians?
Because it was deeply, deliciously local.
From the use of MRT stations to the culturally beloved reference of a 6-inch sub, the campaign tapped into shared social memory with warmth and wit.
And more importantly, it reframed the everyday.
“This campaign is all about creating moments that surprise and delight our consumers,” said Ko Li Ping, Head of Marketing at Grab Malaysia.
“By shrinking the literal size scale and using tiny Grab delivery-partners, we brought an unexpected and unforgettable twist to the everyday delivery. It’s a fun, light-hearted way to show that no matter the size, a Subway sub always delivers big on taste.”
From Subway’s perspective, it was a strategic move to win hearts.
“We are thrilled to join the Grab Signatures lineup and deliver our iconic 6-inch subs to even more Malaysians,” said Jaclyn Mok, Head of Marketing at Subway Malaysia.
“This campaign is a bold and creative reflection of our belief that even small moments — and small bites — can deliver big flavour.”
In an era where digital noise dominates, this campaign whispers a powerful truth: “People still want to be surprised. Just not scammed.”
It proves that Out-of-Home (OOH) advertising in Malaysia doesn’t have to shout to be heard.
It just needs to connect. Smartly, playfully, memorably.
It also signals a shift toward experiential intimacy — marketing that feels personal, physical, and rewarding, even when bite-sized.
In a sea of screens, sometimes all it takes is a tiny billboard and a big idea to grab attention — and hearts.
For the Fishermen Crew — More Than Just a Campaign
On a deeper level, this campaign was more than a creative experiment for the Fishermen team.
“It reminded us why we got into advertising in the first place,” said Andrew.
“To create work that surprises, that makes people laugh, and that people actually want to talk about.”
After all, if a sandwich can spark conversations, contests, and city-wide smiles — imagine what else can happen when marketers dare to think small to win big.
So here’s a toast (on Italian herb & cheese bread) to the campaign that proves once again: great things really do come in 6-inch packages.
