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Maxis and Mudah.my shine at Effie Malaysia 2017

(From left] Tai Kam Leong, Maxis Berhad Head of Branding and Partnership; Aaron Cowie, Malaysia EFFIE Awards 2017 Organising Chairman and 4As Vice President; Gaurav Bhasin, Mudah.my CEO; and Andrew Pinto, Mudah.my Head of Marketing.

Maxis and Mudah.my, were the Gold award winners and also winners of the Brand of the Year at the Malaysia EFFIE Awards 2017, held last week.

Maxis won the Gold award for its ‘Touch a Light, Change a Life’ campaign, created by Leo Burnett, in the Efforts for Good category. Mudah.my won the Gold award for its ‘Ho Ee Ki’ campaign, created by Isobar Malaysia, in the Internet Services, Telco Products and Services category.

For the second consecutive year, Ensemble Worldwide was awarded the Agency of the Year, primarily for its work on the Maxis and Nippon Pylox brands. Apart from winning the Gold award, Mudah.my also won three Silver awards while Maxis won three Bronze awards.

A total of 21 awards – two Gold, six Silver, and 13 Bronze – were presented at the gala awards ceremony held at KL Hilton on 30 November.

Themed The Only Game that Matters: Precision in Aim. Effectiveness in Results, the tenth edition of the Malaysia EFFIE Awards, attracted 157 submissions, of which 36 were shortlisted to receive the EFFIE certificate.

“In a fresh spin for effectiveness, brands gained more coverage, were better understood, and more readily accepted by consumers when their campaigns were presented in a way that engaged the audience in an active relationship,” said Aaron Cowie, Organising Chairman of the Malaysia EFFIE Awards 2017.

4As president Andrew Lee observes that in today’s world, populated by an expansive range of media options and social platforms, clients expect and demand accountability for every Ringgit spent, “A campaign strategy must maximise its potential in many different ways and exemplified through convergence to elicit decisive results. Making that vital connection with consumers must serve as a key differentiator.”

“The outstanding campaigns this year considered every step in a brand’s exposure to its consumer and how it fit with its environment,” added Aaron. “With a carefully constructed execution plan, this year’s winning brands, regardless of size and market share, achieved an effective rating based on a unified creative idea.”

The EFFIE Silver award was presented to Mudah.my (three awards), Nippon Pylox, Dairy Champ, and Protect and Save the Children, the latter in the Efforts for Good – Non-Profit category.

The EFFIE Bronze winners were Wonda, Shell Select, Nestle Omega Plus, United Nations High Commission for Refugees, Protect and Save the Children, KFC, Grab, and three awards each for Nippon Pylox and Maxis.

 

Gold Winners

Campaign Name Primary Agency 1 Primary Agency 2 Contributing Agency 1 Contributing Agency 2 Contributing Agency 3 Contributing Agency 4 Client Brand Name Category
“Touch a Light, Change a Life” Leo Burnett N/A IPG Mediabrands N/A N/A N/A Maxis Maxis Efforts for Good – Brands
Ho Ee Ki Isobar Malaysia N/A Universal McCann Sotong Potong Studio Tien Creative Society Mudah.my Sdn Bhd Mudah.my Internet Services, Telco Products & Services

 

Silver Winners

Campaign Name Primary Agency Primary Agency 2 Contributing Agency 1 Contributing Agency 2 Contributing Agency 3 Contributing Agency 4 Client Brand Name Category
Goodbye, Good Buy Isobar Malaysia N/A UM Malaysia Creative Lions Asia Sotong Potong Studio Society Mudah.my Sdn Bhd Mudah.my Brand Experience
STOP NURSERY CRIMES Naga DDB Sdn Bhd N/A N/A N/A N/A N/A Protect and Save the Children PROTECT AND SAVE THE CHILDREN (PS THE CHILDREN) Efforts for Good – Non-Profit/Pro-bono
Ho Ee Ki Isobar Malaysia N/A Universal McCann Sotong Potong Studio Tien Creative Society Mudah.my Sdn Bhd Mudah.my Engaged Community
If you can dream it, you can Pylox it! Ensemble Worldwide N/A Sashimi Social Sdn Bhd AdParlor N/A N/A Nippon Paint (M) Sdn Bhd Nippon Pylox Engaged Community
Goodbye, Good Buy Isobar Malaysia N/A UM Malaysia Creative Lions Asia Sotong Potong Studio Society Mudah.my Sdn Bhd Mudah.my Internet Services, Telco Products & Services
Dairy Champ, Mestilah! Dentsu LHS N/A Luminous Ink Entropia Astro Radio N/A Etika Sdn Bhd Dairy Champ Package Food

 

Bronze Winners

Campaign Name Primary Agency Primary Agency 2 Contributing Agency 1 Contributing Agency 2 Contributing Agency 3 Contributing Agency 4 Client Brand Name Category
Wonda – Stay Strong Naga DDB Tribal N/A Entropia N/A N/A N/A Etika Sdn Bhd Wonda Beverages/Non-Alcoholic
Celebrating a 125 Years of Shell with BoeyWater2Go Ensemble Worldwide N/A Ogilvy Public Relations N/A N/A N/A Shell Malaysia Trading Sdn Bhd Shell Select Brand Experience
Stop the Count Ogilvy & Mather Malaysia N/A Mindshare Malaysia N/A N/A N/A Nestle Products (M) Sdn Bhd Nestle Omega Plus Efforts for Good – Brands
Finding Home Grey Group Malaysia N/A Kaigan Games D Moving Pictures Two AM Music Studios Wave Art Studio United Nations High Commission For Refugees (Malaysia) United Nations High Commission For Refugees (Malaysia) Efforts for Good – Non-Profit/Pro-bono
Tech It Easy Initiative Ensemble Worldwide PRS Production Sdn Bhd N/A N/A N/A Maxis Maxis Engaged Community
If you can dream it, you can Pylox it! Ensemble Worldwide N/A Sashimi Social Sdn Bhd AdParlor N/A N/A Nippon Paint (M) Sdn Bhd Nippon Pylox Household Supplies & Services
Paint New Happiness Entropia N/A N/A N/A N/A N/A Nippon Paint (M) Sdn Bhd Nippon Paint Household Supplies & Services
If you can dream it, you can Pylox it! Ensemble Worldwide N/A Sashimi Social Sdn Bhd AdParlor N/A N/A Nippon Paint (M) Sdn Bhd Nippon Pylox Influencers
MaxisONE: Power of ONE Leo Burnett Malaysia N/A IPG Mediabrands Kingdom Digital Solutions Sdn Bhd APD Holdings Pte Ltd N/A Maxis Maxis Internet Services, Telco Products & Services
STOP NURSERY CRIMES Naga DDB Sdn Bhd N/A N/A N/A N/A N/A Protect and Save the Children PROTECT AND SAVE THE CHILDREN (PS THE CHILDREN) Media Idea
Maxis Plantable Ang Pow APD Kuala Lumpur N/A Superwonderful Films N/A N/A N/A Maxis Broadband Sdn Bhd Maxis Media Idea
KFC’s Golden Prawn System (GPS) UM Malaysia Ensemble Worldwide Society Malaysia N/A N/A N/A QSR Stores Sdn Bhd KFC Restaurants
Good things come to those who share N/A N/A N/A N/A N/A N/A GrabCar Sdn Bhd Grab Travel/Tourism/Destination

 

Finalists

Campaign Name Primary Agency Primary Agency 2 Contributing Agency 1 Contributing Agency 2 Contributing Agency 3 Contributing Agency 4 Client Brand Name Category
Wonda brews a surprising wondaful day Entropia Dentsu LHS Astro Radio Star Media Group Berhad TFD Malaysia Sdn Bhd N/A Etika Sdn Bhd Wonda Beverages/Non-Alcoholic
Lipton Hanya Kaw Untukku, A Richer Tea For A Richer Relationship Mindshare Malaysia N/A Media Prima Berhad Immerse Communications Sdn Bhd N/A N/A Unilever (Malaysia) Holdings Sdn Bhd Lipton Beverages/Non-Alcoholic
Mission Impossible TBWA Kuala Lumpur Creative Juice Kuala Lumpur Ming-KH N/A N/A N/A Loob Holding Sdn Bhd Tealive Beverages/Non-Alcoholic
Maxis 4G Films Initiative Ensemble Worldwide Mojo Films Sdn Bhd N/A N/A N/A Maxis Maxis Corporate Reputation
Wonda brews a surprising wondaful day Entropia Dentsu LHS Astro Radio Star Media Group Berhad TFD Malaysia N/A Etika Sdn. Bhd. Wonda David vs. Goliath
Tech It Easy Initiative Ensemble Worldwide PRS Production Sdn Bhd N/A N/A N/A Maxis Maxis Efforts for Good – Brands
#YouCanDuit Astro Entertainment Sdn Bhd Vizeum Media Services Engage Media Notion Oven bzBee Consult Denaihati Network Malaysia Digital Economy Corporation (MDEC) Malaysia Digital Economy Corporation (MDEC) Government, Institutional & Recruitment
Finding Home Grey Group Malaysia N/A Kaigan Games D Moving Pictures Two Am Music Studios Wave Art Studio United Nations High Commission For Refugees (Malaysia) United Nations High Commission For Refugees (Malaysia) Media Idea
Pokemobile Initiative Ensemble Worldwide Superwonderful Films Grab Asia Pacific Digital N/A Maxis Maxis Media Idea
Wonda brews a surprising wondaful day Entropia Dentsu LHS Astro Radio Star Media Group Berhad TFD Malaysia N/A Etika Sdn. Bhd. Wonda Media Idea
Santan On Wheels – Bringing you meals that you love Dentsu X (Malaysia) Sdn Bhd N/A N/A N/A N/A N/A AirAsia Berhad AirAsia Package Food
讲到尽, 旺到尽管 (Kong Dou Zhun, Wong Dou Zhun) Ensemble Worldwide Universal McCann ASTRO Creative Walk N/A N/A Johnson & Johnson Sdn. Bhd. Listerine Personal Care
Refreshing Moments at Shell Select Ensemble Worldwide N/A MediaCom Ogilvy Public Relations N/A N/A Shell Malaysia Trading Sdn Bhd Shell Retail
Celebrating a 125 Years of Shell with BoeyWater2Go Ensemble Worldwide N/A Ogilvy Public Relations N/A N/A N/A Shell Malaysia Trading Sdn Bhd Shell Select Retail
Finding Home Grey Group Malaysia N/A Kaigan Games D Moving Pictures Two AM Music Studios Wave Art Studio United Nations High Commission For Refugees (Malaysia) United Nations High Commission For Refugees (Malaysia) Software & Apps

 

AGENCY OF THE YEAR:

ENSEMBLE WORLDWIDE

 

BRAND OF THE YEAR:

MAXIS

 

BRAND OF THE YEAR:

MUDAH.MY

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