Malaysia – Telecommunications provider TIME dotCom has partnered with advertising agency Fishermen Integrated in its latest ‘Mission: Gig Speed Home’ to revolutionise how Malaysians experience high-speed broadband in their homes.
The campaign is a digital film, produced by the directors of Think Tank, featuring Elizabeth Tan as ‘Agent E’, who is on a mission to install Time Internet’s state-of-the-art Gig Speed Home in a high-rise residence. Agent E must install the broadband covertly and flawlessly without being detected.
The action-packed film aims to highlight Time Internet’s ultrafast and dependable broadband and its unique selling point: that it’s almost invisible to notice a broadband installed in the house.
With no more tangled wires and dead zones in the house, Time aims to transform the way Malaysians experience home broadband connectivity. The product’s ‘invisibility’ is made possible by Huawei’s Fibre-To-The-Room (FTTR) technology, which seamlessly weaves invisible micro-optical fibres into designated spaces, ensuring no room is left behind.
As part of the campaign, TIME also held a grand ‘Gig Speed Home’ event to showcase the selling point of their product by speed testing every room in the IPC Shopping Center. The event activation was orchestrated by Apxara and decked out with aesthetics from IKEA.
Andrew Yeoh, group head of marketing at TIME dotCom, said, “Time has always been at the forefront of Internet technologies that create better customer experiences. We were the first to launch 1Gbps, the first and only to launch true 2Gbps, and the first to market same-day and extended hours installation. The next evolution of this is our Gig Speed Home, based on the latest FTTR (Fibre-To-The-Room) F30 technology from Huawei, which allows the fiberization of your entire home via micro-optical cables, allowing consistent speeds of up to 1Gbps in every corner.”
He added, “We entrusted the challenge of bringing this revolutionary tech to life with Fishermen, entirely confident that they would create a clutter-breaking campaign that would communicate the real, tangible benefits in an engaging and entertaining way. Once again, they’ve more than delivered.”
Also commenting on the campaign, Joyce Gan, group brand director at Fishermen Integrated, said, “In our ever-changing and fiercely competitive industry, where setbacks are common, it’s essential to have enduring partnerships like the one we’ve nurtured with Time Internet.”
“Our long-standing collaboration does not only allows us to better understand our clients but also stirs our creative spirit. We’ve found a special synergy with Time, fueled by our shared boldness and determination to push creative boundaries. Together, we’ve ventured into uncharted territories, propelling both our companies to newer heights,” she added.
Andrew Tan, executive creative director at Fishermen Integrated, also shared, “The product is invisible fibre. So invisible, you won’t even know we installed it. We don’t shy away from it but instead sell it in the most entertaining way possible. Our latest work for Time Kabel Besar reunites Fishermen and celebrity Elizabeth Tan. Tapping on to her popularity from the movie Abang Long Fadil 3, the commercial features Elizabeth Tan reprising her role as an agent that performs stunts in the latest Time Kabel Besar Gig Speed Home cinematic film.”