Posted on by Nathalie Tay
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Time and Fishermen Integrated Launch Malaysia’s First WiFi 7 Campaign for the Mass Market
13 Sep
Time, Malaysia’s most progressive ISP, is leading the way once again by launching WiFi 7, the next-generation wireless technology that promises faster speeds, greater device capacity, and more stable connections over a wider range.
Time is the first telco in Malaysia to offer free WiFi 7 devices to its customers with their existing plans, signalling the dawn of a new era for home Internet.
WiFi 7, with its significantly improved performance, provides seamless streaming, lag-free gaming, and reliable connectivity for smart homes.
The new campaign, “Tiada Lagi Drama Pukul 7 Dengan WiFi 7,” launched in collaboration with Fishermen Integrated, creatively presents the benefits of WiFi 7 by comparing it to resolving everyday Internet dramas—whether it’s buffering during streaming or interruptions during online meetings.
The challenge of explaining such a highly technical product has been met with a fun and memorable campaign that simplifies the benefits of WiFi 7, amplifying the message that with WiFi 7 from Time, there will be no more “Internet dramas” disrupting your life.
Andrew Yeoh, Group Head of Marketing at Time, commented, “As Malaysia’s most helpful brand, we take pride in being the first to offer WiFi 7 devices for free to our valued customers.
In partnership with Fishermen, we’ve highlighted WiFi 7’s game-changing benefits, including higher capacity for multiple devices, smoother streaming, stronger signals, lower latency and faster speeds.
This campaign is a memorable and entertaining way to show how our customers can truly enjoy a better Internet experience with WiFi 7.”
The campaign delivers this message through engaging and entertaining content that turns common Internet frustrations into light-hearted scenarios.
Whether it’s streaming in 8K without buffering or managing smart home devices seamlessly, WiFi 7 solves these common challenges with ease.
Andrew Tan, Executive Creative Director of Fishermen Integrated, added, “Since the pandemic, the need for stronger home broadband has skyrocketed. With Time’s WiFi 7, we wanted to capture everyday Internet issues and creatively show how WiFi 7 can eliminate those problems. ‘
Tiada Lagi Drama Pukul 7′ plays on local cultural references to make the campaign relatable and fun, while showcasing the strength of WiFi 7.”
Joyce Gan, Group Client Service Director and Partner at Fishermen Integrated, said, “Year three of our collaboration with Time Internet marks another exciting milestone in our journey of blending creativity with entertainment.
Under Andrew Yeoh’s visionary approach of ‘entertain first, sell later,’ we’ve had the privilege of working with a client who not only values creativity but fosters a genuine partnership.
The trust and creative freedom they’ve given us allow us to take bold risks, even with a product launch, focusing on delivering entertaining content that resonates with audiences. This level of collaboration is rare, and it speaks to the mutual respect and shared vision that drives our work forward.”
Time’s collaboration with Fishermen Integrated also sets the stage for further extensions of the campaign, with additional content expected to roll out by the end of the month. This upcoming phase will continue to explore how WiFi 7 transforms everyday Internet experiences, encouraging consumers to stay tuned.
