Fishermen

Fishermen Integrated collaborates with top Asian content creator, Jenn Chia to help you steer clear of toxic relationships and Switch to Something Better!

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Say goodbye to the discomfort of pain, dry eyes, tearing and redness with the all new PRECISION1™ One-Day Contact Lenses, by Alcon a global leader in eye care.

Digital & Branding Agency, Fishermen Integrated recently collaborated with the global eye care specialist Alcon, to raise the awareness that wearing contact lenses should not be painful.

Equipped with a list of requirements to seek the right key opinion leader to help drive the message across, Fishermen went out to look for the perfect content creator who could walk the talk and had a well established fan base in both Singapore and Malaysia. Little did they know that the search would lead them to a familiar face, a content creator whom they have worked with before, the very talented Jenn Chia.  

Jenn had everything they were looking for, and by integrating her style of humour, her writing skills and her  acting, “Switch To Something Better” was finally born.

“We are always excited to work on engaging campaigns that allow us to capture the eyes of netizens, and what better way to do that than to collaborate with a global eye care leader on such an entertaining piece. Jenn Chia is so talented and professional in everything she does that we have enjoyed teaming up with her on all our campaigns. She has never failed to go above and beyond to deliver what is expected of her, which you can evidently see in Alcon PRECISION1™’s  campaign “Switch to Something Better” said Adam Miranda, the Executive Creative Director of Fishermen Integrated.

Written and executed by Fishermen, Jenn Chia and Graph Studio, Alcon PRECISION1™’s campaign “Switch to Something Better” wittily plays up the ridiculousness of how many of us normalise toxic relationships when we truly deserve something better.

“Many contact lens wearers normalise eye dryness that come with the old lens technology and we strongly advocate otherwise because their eyes deserve better! Your eyes are the windows to the world, and should be comfortable and hydrated with zero compromise! Don’t settle for less when there’s newer technology that can provide your eyes with something better!” said Claire, the Head of Marketing & Channel Marketing, Malaysia.

“Simply telling you that the PRECISION1™ is newer and better may be easy, but the challenge is to ultimately get you to switch to something better, by trying it yourself!” adds Catherine Seah, Marketing Manager, Alcon Vision Care Singapore.

To date, this campaign has driven high leads going above and beyond the industry benchmark. Over 23% of viewers have taken the first step to try the PRECISION1™ One-Day Contact Lenses and close to 11% of those who have tried, have since switched to something better and have made Alcon’s PRECISION1™ One-Day Contact Lenses their choice!

Therefore, if you haven’t, then what are you waiting for? Switch to Alcon PRECISION1™’s  SmartSurface™ lens technology which has reinvented comfort for your eyes! Don’t let discomfort impair your vision and disrupt your day. Try Alcon’s PRECISION1™ One-Day Contact Lenses for longer lasting comfort and hydration up to 16 hours a day!

Fishermen Integrated is a regional advertising agency that is always on the ball with branded content that captivates the hearts and minds of viewers. To date, they have worked with other regional brands such as Nando’s, Betadine, Jollibee, NUS, and so much more. Look out for more engaging content coming your way in the near future.

Fishermen Integrated and TIME Internet pulls “Kabel Besar” to get you better connections

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In their continuous efforts to offer Malaysians better, stronger  and faster connections, internet service provider TIME dotCom together with their digital agency Fishermen Integrated, deployed their “Kabel Besar” to solve all your internet woes.  

“Kabel Besar” is a double entendre that promotes TIME’s 100% Fibre Cables, as well as Malaysia’s very  familiar culture of having the right connections to solve all your problems. The plan, dubbed the VVIP connection your home deserves, promises consumers the ultimate WiFi experience in every corner of your home with the latest promotion of 1Gbps at just RM149. 

The campaign, which features three renowned actors living their best lives, thanks to “Kabel Besar”, received  overwhelmingly positive responses from netizens, applauding them for the wise and witty play on the phrase as well as the iconic and instantly recognisable actors who were casted for the ads.

“TIME’s Kabel Besar campaign is another fine example of Fishermen’s creativity at work – a combination of a  relevant Malaysian cultural insight, strong product USPs and branded entertainment. Thus, making it work  uniquely for TIME. We are proud to have TIME’s “Kabel Besar” campaign added into our ongoing list of  creative excellence”, said Andrew Tan, Executive Creative Director of Fishermen. 

Targeting their three main audiences, TIME and Fishermen made the right call, when they casted Dato’ Jalaluddin bin Hassan who is famously known as the host of the Malaysian version of Who Wants to Be a  Millionaire, Datuk Paduka Mustapha Kamal who is known for his respectable rich and influential characters in Malaysian dramas and Joanne Kam, Malaysia’s Queen of Comedy who shone brightly in her role as a Crazy Rich Asian spoof.  These three iconic actors embodied their characters perfectly and truly gave live to the meaning of having  “Kabel Besar” to get what you want, when you want it.

“Kabel Besar ticked the magical trifecta of marrying a  relatable cultural insight, a real product truth as well as relevant Malaysian characters. It is birthed from our  ethos of standing out by entertaining first and selling later. As a challenger player with limited budget in a  space dominated by some of Malaysia’s strongest brands, we have to earn the right to capture the public’s  attention. “Kabel Besar” is our first step in carving out an ownable space in this crowded market where we  believe creativity and storytelling will make a long-term difference. In essence, when the category zigs, we’ll zag”, said Andrew Yeoh, Head of Marketing from TIME dotCom. 

“It’s an amazing feeling to have clients who dare to be bold and real. Combine that with an agency that is  unafraid to push boundaries, you can rest assure that the collaboration will create magic! “Kabel Besar” is just  the beginning, so look out for many more daring and extraordinary campaigns to come”, said Joyce Gan, Group Brand Director of Fishermen. 

Nando’s Re-celebrate 2020

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The Challenge

Nando’s business is about the dine in experience. During the MCO, as a dine-in focused restaurant, Nando’s suffered a dip in sales of 74% following the implementation of MCO and CMCO. It was difficult to compete with the key competitors as they have established a strong delivery presence, on top of their high marketing budgets.

Building talkability is important to create top of mind and being relevant to the audience. Nando’s is facing an uphill challenge for growth in its social share-of-voice vs those with bigger pockets in its category – all with higher number of marketing activities (e.g. product launches, festive campaigns, TikTok challenges, monthly promotions) and higher marketing budgets.

Hence, the challenge for Fishermen Integrated is to to increase the brand affinity and social presence with a low budget while driving customers back to Nando’s to dine in this unprecedented pandemic situation.

The Big Idea

Research has shown that the top three things Malaysians want to do after the pandemic are to meet friends, spend time with family and dine out. Many people have missed important celebrations – whether big or small and are sad about it. 

There is a way for us to relook at missed out celebrations and give them a second chance, Nando’s style.

Nando's Viral Social Media
Nando’s Recelebrate 2020, Malaysia’s viral social media campaign.

Re-celebrate 2020 – everything you wanted to celebrate but couldn’t in 2020, we can all re-celebrate together at Nando’s.

Nando’s Re-Celebrate 2020 – Winner of 2 Gold in the APPIES 2020.

#BersatuForMakan

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How We Gave Netflix A Taste Of Malaysian Unity

Challenge

Malaysian food is well-loved by everyone but often gets overlooked globally. When Netflix left Malaysia out of their Street Food Asia series, many Malaysians felt bitter and salty. 

BFM, a local radio station, wanted to take this opportunity to unite Malaysians for the upcoming Merdeka and Malaysia Day.

Idea

From Merdeka through Malaysia Day, we got Malaysians to turn their anger into something better: UNITY. 

We launched #BERSATUFORMAKAN, a campaign that united Malaysians through their love for food. Since Netflix conveniently forgotten us, we conveniently made our own made-in-Malaysia Street Food documentary exactly like their 30-minute episodes.

Results

With a small media budget of RM2000, we gained big results that gave BFM PR mileage and the respect of Malaysians.

3 MILLION REACHED

RM700K IN EARNED MEDIA

628% MORE ENGAGEMENT 

FOLLOWERS INCREASED 6X

INCREASED BRAND LOVE FOR BFM