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Dragons of Asia Big winners
14 Oct
(marketingmagazine.com.my) – Award-winning campaigns in both Malaysia and rest of the region were awarded at last Friday’s Dragons Awards. While last week we featured the best campaigns in Malaysia, this week we shine the spotlight on the ‘Dragons of Asia’ campaign winners.
The campaign that won big was ‘The Last Word’ done by WWF Hong Kong and Geometry Global Hong Kong which fought a difficult linguistic battle challenging a 4,000 Chinese word and had ‘The Last Word’ on the Ivory Trade.
The culture-changing Campaign won for the Agency the following major Dragons:
• The Red Dragon for the 2016 Best Campaign in Asia • The Red Dragon for the 2016 Agency of the Year • The Blue Dragon for the 2016 Best Campaign by a Hong Kong Agency • A Gold Dragon for the Best Integrated Marketing Campaign for 2016
Hong Kong is the world’s capital of the ivory trade. Yet the plight of African Elephants being killed for their ivory tusks, was too geographically and psychologically remote for the local people.
70% of the Chinese speakers in Hong Kong also assumed an Elephant’s ivory tusk fell off naturally, or was extracted surgically, just like human teeth. The public didn’t know that an Elephant had to be killed before its tusk could be cut off.
A linguistic explanation for this was discovered. There was no Chinese word for ‘Ivory’. Instead, a combination of characters ‘Elephant’ and ‘Tooth’ referred to ivory tusks, had been in common use for 4,000 years.
Linguistic experts were able to create an entirely new word to replace ‘Elephant Tooth’. The new word ‘Tooth of Life’, better described how vital a tusk was to the African Elephant in keeping them alive.
‘The Last Word’ Campaign was an Integrated Campaign combining digital, mobile, social marketing, public relations and experiential disciplines which achieved cultural, social and finally, legal change.
The Campaign culminated in January 2016, when the Chief Executive of Hong Kong, announced a total ban on the ivory trade. The new word has also been submitted to Chinese Dictionaries
Check out the full list of the night’s BIG winners:
2016 “Dragons of Asia” Marketing Communications Industry Ranking Ladder
Entrant
Points
Geometry Global Hong Kong
73
PHD India
49
Geometry Global New Zealand
47
DDB China Group
37
Leo Burnett/Arc Worldwide. Malaysia
35
Geometry Global Singapore
34
Havas Riverorchid Cambodia
33
J. Walter Thompson Vietnam
30
Geometry Global Malaysia
29
Ogilvy Public Relations/Ogilvy & Mather Advertising. Taiwan
26
Starcom. Pakistan
22
Geometry Global Japan
22
mInteraction Thailand
22
OMD China
18
TBWA Singapore
18
Geometry Global Sri Lanka
17
Geometry Global Australia
16
Geometry Global Indonesia
16
Geometry Global Philippines
16
MediaCom Communications. India
13
OMD Malaysia
13
Wunderman Shanghai. China
12
Mindshare Thailand
10
Vibgyor Brand Services India
10
Triton Communications India
10
Minimum score 10 points. Points Awarded: Red Dragon: 20 points, Blue Dragon: 15, Gold Dragon: 10, Silver Dragon: 7, Bronze Dragon: 5 & Black Dragon: 1.
2016 Top 5 Networks of the Year
Geometry Global
Omnicom
WPP
Havas
MediaCom
*Rankings are based on Award points.
The Red Dragon for the Best Campaign in Asia
Agency
Campaign
Client
Geometry Global Hong Kong
The Last Word
WWF Hong Kong
Blue Dragons for the Best Campaigns by Country
Dragon
Agency
Campaign
Client
Australia
Geometry Global Australia
QV Family Togetherness
Ego Pharmaceuticals
Cambodia
Havas Riverorchid Cambodia
RICE
Unilever Cambodia
China
DDB China Group
Who Art You
Alibaba/Alipay
Hong Kong
Geometry Global Hong Kong
The Last Word
WWF Hong Kong
India
PHD India
Help a Child Reach 5
Hindustan Unilever
Indonesia
Geometry Global Indonesia
5 senses of Magnum
Unilever Indonesia
Japan
Geometry Global Japan
Gata Battle. The Battle of the Tidelands
Saga City
Malaysia
Leo Burnett/Arc Worldwide Malaysia
Health Report Card
AIA
New Zealand
Geometry Global New Zealand
Nutri-Grain BOLT
Kellogg’s New Zealand
Pakistan
Starcom Pakistan
Coke Studio TV
The Coca-Cola Export Corporation Pakistan
Philippines
Geometry Global Philippines
Test Your Nerves Challenge
Merck Philippines
Singapore
Geometry Global Singapore
Give The Gift of Play
Lego Singapore
Sri Lanka
Geometry Global Sri Lanka
Audi Q7 Launch. Be in it, to believe in it
Senok Automobiles
Taiwan
Ogilvy Public Relations/ Ogilvy & Mather Advertising Taiwan
#MyFutureIsMineToSave
FarEasTone Telecommunications
Thailand
mInteraction Thailand
Burger King Thainess
Burger King Thailand
Vietnam
J. Walter Thompson Vietnam
KFC. Black Pepper and Lime Chicken Launch
KFC Vietnam
Agency of the Year
Geometry Global Hong Kong
Network of the Year
Geometry Global
Dragons for the Best Campaigns by Category
1. Best Integrated Marketing Campaign
Dragon
Agency
Campaign
Client
Gold
Geometry Global Hong Kong
The Last Word
WWF Hong Kong
Silver
OMD China
Visa Rental Bike
Visa China
Bronze
Geometry Global New Zealand
Little Fleet
Sealord New Zealand
2. Best Marketing Discipline Campaign
Dragon
Agency
Campaign
Client
Gold
Geometry Global New Zealand
Nutri-Grain BOLT
Kellogg’s New Zealand
Silver
Havas Riverorchid Cambodia
RICE
Unilever Cambodia
Bronze
Encompass India
The Venus Sari
Procter & Gamble
3. Best Digital Campaign
Dragon
Agency
Campaign
Client
Gold
PHD India
Help a Child Reach 5
Hindustan Unilever
Silver
Leo Burnett/Arc Worldwide Malaysia
Health Report Card
AIA
Bronze
DDB China Group
Who Art You
Alibaba/Alipay
4. Best Innovative Idea or Concept
Dragon
Agency
Campaign
Client
Gold
MediaCom India
Ariel: Removing the stains of Social Inequality
Procter & Gamble
Silver
PHD India
Lo Kar Lo Baat
Hindustan Unilever
Bronze
Geometry Global Malaysia
CIMB Petronas-MasterCard Dubsmash Campaign
CIMB Bank
5. Best Brand Building and/or Awareness Campaign
Dragon
Agency
Campaign
Client
Gold
Geometry Global New Zealand
Little Fleet
Sealord New Zealand
Silver
PHD India
Rin Career Ready Academy
Hindustan Unilever
Bronze
Pulp Strategy Communications India
It’s time to #Unpain
Philips India Limited
Bronze
MSLGROUP China
AXA. Empowering children on seatbelt safety
AXA Group
6. Best Business to Business or Trade Marketing Campaign
Dragon
Agency
Campaign
Client
Gold
Vibgyor Brand Services India
Amazon Tatkal Program
Amazon India
Silver
Geometry Global Malaysia
Comfort. Bau Tidak Melekat, Kesegaran Berpanjangan
Unilever Malaysia
Bronze
BigCity Promotions India
Reckitt Recharge Retailer Campaign
Reckitt Benckiser Healthcare India
7. Best Event or Experiential Marketing Campaign
Dragon
Agency
Campaign
Client
Gold
Havas Riverorchid Cambodia
RICE
Unilever Cambodia
Silver
Celsius Indonesia
Pocari Sweat. Lunar Dream Project Exhibition
Amerta Indah Otsuka
Bronze
DDB China Group
Who Art You
Alibaba/Alipay
8. Best Brand Loyalty Campaign
Dragon
Agency
Campaign
Client
Gold
Mindshare/Showroom III Thailand
Knorr Auntie reply (LINE BOT)
Unilever Thailand
Silver
BI WORLDWIDE India
Michelin. Bandhan Channel Loyalty Program
Michelin India
Bronze
Edenred-Accentiv’ China
DHL Formula 1
DHL
9. Best Mobile Marketing Campaign
Dragon
Agency
Campaign
Client
Gold
DDB China Group
Who Art You
Alibaba/Alipay
Silver
Geometry Global New Zealand
Nutri-Grain BOLT
Kellogg’s New Zealand
Bronze
Geometry Global Hong Kong
The Last Word
WWF Hong Kong
10. Best Social Media or Word of Mouth Campaign
Dragon
Agency
Campaign
Client
Gold
TBWA\Group Singapore
Plaster The Silence
Samaritans of Singapore
Silver
Geometry Global Singapore
Give The Gift of Play
Lego Singapore
Bronze
Wunderman Shanghai
Terracotta Warrior
United Airlines
Bronze
Hungama Digital Services India
Godrej Myth-O-Logic
Godrej Security Solutions
11. Best Product Launch or Re-Launch Campaign
Dragon
Agency
Campaign
Client
Gold
Leo Burnett/Arc Worldwide Malaysia
Zerolution. Turning Zero into Hero
Maxis Broadband
Silver
MullenLowe Malaysia
Unifi: For the Makers of Tomorrow
Telekom Malaysia
Bronze
Geometry Global Hong Kong
Wood Makes The Whisky
Pernod Ricard Asia Travel Retail
12. Best Brand Trial or Sales Generation Campaign
Dragon
Agency
Campaign
Client
Gold
Geometry Global Singapore
Give The Gift of Play
Lego Singapore
Silver
J. Walter Thompson Vietnam
KFC. Black Pepper and Lime Chicken Launch
KFC Vietnam
Bronze
PHD India
Lo Kar Lo Baat
Hindustan Unilever
13. Best Use of Public Relations
Dragon
Agency
Campaign
Client
Gold
Ogilvy Public Relations/ Ogilvy & Mather Advertising Taiwan
#MyFutureIsMineToSave
FarEasTone Telecommunications
Silver
Geometry Global Hong Kong
The Last Word
WWF Hong Kong
Bronze
mInteraction Thailand
Burger King Thainess
Burger King Thailand
14. Best Cause, Charity Marketing or Public Sector Campaign
Dragon
Agency
Campaign
Client
Gold
Triton Communications India
Jal Daan (The Gift of Water)
Eureka Forbes
Silver
Geometry Global Hong Kong
The Last Word
WWF Hong Kong
Bronze
Wunderman Shanghai
Holding Hands
ShanghaiPRIDE
15. Best Small Budget Campaign
Dragon
Agency
Campaign
Client
Gold
Geometry Global Malaysia
TIGER RADLER: Twistmas
Heineken Malaysia
Silver
TBWA\Group Singapore
Plaster The Silence
Samaritans of Singapore
Bronze
Geometry Global Japan
Gata Battle. The Battle of the Tidelands
Saga City
16. Best Use of Media
Dragon
Agency
Campaign
Client
Gold
OMD China
Visa Rental Bike
Visa China
Silver
Starcom Pakistan
Coke Studio TV
The Coca-Cola Export Corporation Pakistan
Bronze
OMD Hong Kong
The Sound of Talent
Wyeth Illuma
17. Best Entertainment Campaign
Dragon
Agency
Campaign
Client
Gold
OMD Malaysia
Watsons Zumba Entertains Consumers While Changing Perceptions
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