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. 

ZUS Coffee & Fishermen Integrated, brewing Malaysian made coffee with pride

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The widely favoured coffee brand ZUS Coffee has partnered with Advertising Agency Fishermen Integrated to finally put to rest the heated argument about their origins. ZUS Coffee settles the dispute in a never done before short film featuring comedian Kavin Jay and content creators Arieff Yong and Ryan Howlet in court, with ZUS Coffee on trial to determine if the delightful brew is truly Malaysian.

Arieff Yong takes on the role of the court judge “Yang Arrief” which translates to “Your Honour”, a witty double entendre to his name. Ryan Howlet plays the composed “MAT SALLEH” prosecutor who is hell bent on proving that the defendant is actually an international brand based on its name, character, outstanding quality and demand in Malaysia, which subsequently leads him to instigate that if ZUS Coffee was in fact local, then its coffee would be inferiorly “local quality”.

Alluding to several reasons why a name is merely a name and does not justify the origination of the product or its quality, Kavin Jay, who plays the defence lawyer for his client ZUS Coffee, goes on to unequivocally proof that in Malaysia, it is common to have glamorous sounding names that is not to be taken seriously. For if it did, then exotic destinations such as Gunung Besar Hantu, the highest peak in Negeri Sembilan or Pulau Kentut, the scenic islands in Kedah should be avoided due to the negative connotation behind their names. Kavin also fervently rebukes the notion that local quality DOES NOT mean low quality, but instead one that caters to the unique taste of the Malaysian palate, driven by the Malaysian pride and proud to proclaim our local identity to the world. 

At a time where coffee aficionados prefer top-tier international coffee, local brews have been at the receiving end of unenthusiastic perception. However, in this short and sweet production, ZUS Coffee, Fishermen Integrated and their partners Imagineers Film successfully captured the Malaysian pride and proved that ZUS Coffee’s Malaysian made blend is on par and equally as delectable if not greater than their international counterparts.

The campaign, delightfully Malaysian, also included a cute cameo of some of their Malaysian counterparts like Julie’s, Farm Fresh, Inside Scoop and Boh. While several other Malaysian brands such as The Chicken Rice Shop also cheered them on from the sidelines.

“As a buatan Malaysia company ourselves, we’re honoured to have worked with ZUS Coffee on this campaign. The campaign which showcases the Malaysian spirit hopes to spread the message that local quality IS NOT low quality. As Malaysians, we are more than capable to produce products and deliver services that are of world class standards, as evidently so.” said Mark Darren Lee, the Managing Director of Fishermen Integrated.

“ZUS Coffee set out on a humble beginning in a basement at Lorong Binjai in KL. In the 3 and a half years since our inception, ZUS Coffee has always taken pride in being a Malaysian brand first! From employing 100% local crew to ensuring that our products suit the local Malaysian taste, ZUS Coffee boasts the Malaysian name proudly through our products in our 270 stores nationwide.  In the same way, our collaboration with Fishermen Integrated exceeds the usual client-agency relationship because it embodies the essence of “buatan Malaysia”. Our partnership proves that Malaysian brands are capable of delivering top-notch products and services and in the case of this collaboration, we’re proud to have produced such a heart warming piece that has resonated with our fellow Malaysians and our “buatan Malaysia” champions!” said Stephy Foong, VP of Growth & Marketing of ZUS Coffee

Successfully tickling the emotions of its viewers, the video has garnered over 4 million views across all social media platforms in just 7 days, becoming the talk of the town and has been touted as a “perfectly timed” campaign that ignites the Malaysian spirit, in conjunction with the National Day celebrations at the end of the month.

ZUS Coffee, who sparked joy and a heightened sense of Malaysian spirit through this campaign, received an overwhelming amount of encouragement and love from ZUS Coffee fans everywhere.

Gaining attention from Malaysians from all walks of life, it is now evident that regardless of how “international-sounding” its name may be, ZUS Coffee is etched in the hearts, minds and taste buds of Malaysians everywhere.

One can say that Shakespeare said it best when he said “What’s in a name? That which we call a rose by any other name would smell just as sweet.” And we’re proud to call ZUS Coffee Truly Malaysian!

How Pijahat sent Love to Malaysians

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The Challenge

Pizza Hut is a brand that Malaysians have grown up on. We remember that red roof, the booths, the salad bar, and that iconic, cheesy, original Pan Pizza experience. But over the years, this sepia-toned love has not translated into passion for our brand. Fond childhood memories and celebrations with loved ones have become old and even sometimes irrelevant to today’s social media romance generation.

In comparison to our competitors, Pizza Hut was not getting enough visibility in terms of social chatter due to the popularity of our competition. This resulted in a low volume of conversations, and most of what we did get leaned towards negative sentiments. We needed to change that.

The Big Idea

Fittingly, with the new heart-shaped ‘Pizza Heart’ Valentine’s Day pizza about to launch, this was the perfect opportunity to reignite the love for Pizza Hut in Malaysian hearts.

Pizza Heart – Gold winner in the Marketing Excellence Awards 2020

So leading up to pop-culture’s most romantic day, we decided to do something different, and demonstrate to Malaysia the power of giving love a chance by literally putting our money where our heart is, and cheekily sending Pizza Hearts to many of our top competitors, and media houses, along with an appropriately cheesy pick-up line, in order to woo them, and get them to spread Pizza Hearts in return.

We collaborated with the creator of online comic strip SMK Fast Food and Bro, don’t like that la, bro, who decided to change his famous bad boy Pijahat character, into a generous good guy – spreading love through Pizza Hearts and explaining to Malaysia that all he wanted was to give love a chance.

Case Study Video

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.

Huatever you want, Grab got

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How we translated Grab’s new brand positioning of “Everyday Everything App” in a locally-relevant way during Chinese New Year (CNY) 2020.

Challenge:

7 in 10 still did not see Grab as an“Everyday Everything app”.

Despite launching food delivery, groceries, clean & fix, parcel delivery, e-wallet payments and other services, more than 70% of Grab’s Malaysian customers still did not see a need to use any of Grab’s non-transport services.

Grab had recently launched a new global positioning of “Everyday Everything App” with a regional brand campaign in September 2019 with mixed results. With Chinese New Year arriving early in 2020,  we needed to find a novel way to ride on one of the biggest shopping occasions and get millions of Malaysians to see value in our everyday-everything app proposition.

Insights

The big idea of our campaign was based on this insight:

There’s a reason everyone hates chores. They suck up a whole lot of our time.

The Malaysian Employment Act defines the workweek as 48 hours. However, working adults – especially those with children – were working up to 72% more hours every single week if you added up hours of unpaid housework.

  • On average, mothers reported doing the majority of household chores  – 35 hours a week on average
  • While dads spend an additional 25 hours a week on housework and chores
  • For both men and women, shopping and cleaning were the top two time-consuming chores

In the run-up to Chinese New Year, endless festive to-dos would need to be added to normal household chores; creating the work equivalent of adding a whole other second job with no additional pay!

Big Idea:

Feel free to ‘Tai-Chi’ all your CNY chores to Grab, because HUATever You Want, Grab Got.

Execution:

We created Art of Tai Chi video content around an exaggerated chore-avoiding family.

Based on distinct Grab non-transport use-cases of Food delivery, Online Payments, Groceries, Festive Decorations, specific ad assets were created and served based on Custom Interest and Affinity buys that were popular during Chinese New Year. These included:

  • ‘celebration’
  • ‘food’
  • ‘apparel’
  • ‘grocery shopping’
  • ‘beauty’
  • ‘feng shui’

Results:

Increase sales from Grab’s non-transport services by 11% during 5 week CNY period.

Improve “Everyday Everything App” brand imagery.