Jenn Chia switches to something better in new campaign

Global eye care specialist Alcon has collaborated with Malaysian content creator Jenn Chia to launch its new one-day contact lenses. The campaign was created in partnership with digital and branding agency, Fishermen Integrated. Titled “Switch to something better”, the campaign aims to raise awareness that contact lens use should not be painful and wittily play up the ridiculousness of how many of us normalise toxic relationships when we truly deserve something better.

https://www.instagram.com/p/Cvmmob5NQCB/ 

Equipped with a list of requirements to seek the right key opinion leader to help drive the message across, Fishermen stated that it 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. Chia, the agency said, had everything they were looking for, and by integrating her style of humour, her writing and acting skills.

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The marketing manager at Alcon Vision Care Singapore, Catherina Seah said that the main challenge with the new campaign was to convince viewers to try the new contact lenses as opposed to simply boasting that it is a better version of what they had. “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!" added Seah. 

Adam Miranda, the executive creative director at Fishermen Integrated added that working on engaging campaigns that provide customers with what they want is a huge point of excitement. Moreover, “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 the campaign” he added. 

Earlier this year, Listerine Malaysia launched a new campaign starring Chia. The agency behind the campaign, Mediabrands Content Studio (MBCS), worked with the Listerine to unveil the #SwishAwaySuay campaign aims to swish away bad luck – ‘suay’ which means bad lunch in the Hokkien dialect.

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