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Fancy＆Fichey Cross‑Border Integration: Mobilising KOMPAS TV’s Authority in Indonesia to Amplify Ozelle’s Brand Presence

In the journey of helping brands go global, the Fancy＆Fichey team has demonstrated extensive cross‑border coordination and localisation capabilities. For this project, Fancy＆Fichey served as the overseas PR and communication lead, managing the entire planning and execution of Ozelle’s product launch and industry seminar in Indonesia.

On September 24, at the Ozelle product launch in Indonesia, Fancy＆Fichey led the planning and orchestration, successfully securing on‑site interviews and special coverage from KOMPAS TV, one of Indonesia’s most influential television networks. Simultaneously, we coordinated with multiple local mainstream and vertical media outlets for targeted distribution, with our on‑the‑ground team executing efficiently. The campaign ultimately achieved over ten million localised impressions, bringing Ozelle’s advanced diagnostic technology to Indonesia’s primary healthcare market. Through in‑depth seminar discussions, we effectively elevated both brand awareness and professional reputation for Ozelle.

I. Project Background: A Critical Battle for Medical Technology Going Global

Against the backdrop of Indonesia’s primary healthcare market urgently needing technological upgrades, Ozelle, in partnership with local collaborators, held a product launch and seminar in Jakarta. The aim was to strengthen Ozelle’s brand influence in Indonesia and deepen cooperative relationships with local medical institutions. Fancy＆Fichey was entrusted with the project to develop and execute a comprehensive PR and communication strategy, ensuring precise delivery of brand messages to the target audience.

II. PR Strategy: Three‑Dimensional Connectivity for Precision Coverage

The core strategy is a three‑pronged approach: “Authoritative Media + Mainstream Channels + Vertical Platforms” to build a multi‑layer, broad‑coverage communication matrix.

Authority Leadership: Relying primarily on Indonesia’s national‑level media KOMPAS TV to achieve full‑channel coverage across television, social platforms, and websites, establishing a brand image of authority.

Broad Amplification: Coordinating with 5 major mainstream media outlets including Antara, Kumparan, and Liputan 6 to expand public opinion reach.

Deep Penetration: Partnering precisely with Semua tentang FARMASI INDUSTRI, a pharmaceutical vertical media, to directly engage with industry professionals.

III. Execution: Local Coordination, Efficient Reach

With strong cross‑border media collaboration and on‑the‑ground team coordination, Fancy＆Fichey ensured the strategy was implemented effectively:

KOMPAS TV sent a professional team for on‑site filming and exclusive interviews, with the coverage airing the next day on its flagship morning show ""Good Morning Indonesia"", featuring a 3‑minute special report. With its nationwide reach and high credibility, the program successfully delivered the brand message to over 20 million viewers, precisely reaching key groups including political and business elites, entrepreneurs, and high‑income families. This exposure not only achieved broad reach but also leveraged the show’s authority to strongly endorse the brand, naturally establishing Ozelle as a premium, trustworthy brand in the Indonesian market.

The interview video was also syndicated across KOMPAS TV’s YouTube, Instagram Reels, and official website, enabling multi‑channel content retention and continuous diffusion.

Press releases were simultaneously distributed through a media matrix including five major local outlets – Antara, Kumparan, Liputan 6, SindoNewS, REPUBLIK – as well as the vertical media Semua tentang FARMASI INDUSTRI, further expanding coverage and generating widespread industry and public attention.

(Antara, Kumparan, Liputan 6, SindoNewS, REPUBLIK)

(Semua tentang FARMASI INDUSTRI)

IV. Communication Results: Both Reach and Search Surge

Broad Reach: TV coverage reached over 20 million viewers, with total cumulative reach across all channels approximately 60 million;

High Engagement: Social media coverage reached 21.99 million followers, with total interactions exceeding 100,000, and conservative exposure of media articles reached 6.2 million;

Brand Lift: During the PR campaign, the Google search index for ""Ozelle"" and related medical keywords surged 200%, significantly boosting brand influence and industry attention.

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