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Dragons of Malaysia & Asia 2017 winners announced!
13 Oct
On Wednesday in Kuala Lumpur, winners of the Dragons of Malaysia and Asia were announced at a glittering ceremony which also saw winners from across Asia in attendance.
This biscuit campaign proved a tasty treat for Geometry Global Malaysia, winning double Category Gold in the 2017 Dragons of Malaysia, as well as Category Gold Dragon and the Best Campaign in Malaysia Blue Dragon in the 2017 Dragons of Asia!
Mamee, a well loved Malaysian snack brand, launched Mamee Monster Biskidz, a biscuit fortified with DHA, vitamins and calcium, as a tasty snack for kids. However agency, Geometry Global Malaysia needed to convince parents that a snack could also be healthy, and to involve kids who were constantly distracted by more ‘indulgent’ snacks.
The agency created “Kuasai i Mamee ginasi” intended to trigger a child’s imagination via cartoons, leveraging their ability to make anything seem possible in their magical realms of make believe. But which cartoon?
The agency enlisted support from the popular Malaysian animated character, Ejen Ali, a gadget swinging Super Spy. With Mamee Monster as his side kick, this duo turned problems like homework or bullies, into obstacles to overcome.
Challenges were resolved with ‘out of this world’ creativity, aired on TV during kids peak viewing time. Mamee Monster was also featured on the Ejen Ali Gaming Platform, creating more involvement across TV and gaming screens.
Mothers were engaged online with posts and footage on various social media platforms, explaining the DHA benefits of Monster Biskidz.
The agency knew that government support would lend tremendous credibility to Mamee Monster Biskidz, but a stamp of approval wasn’t going to be easy.
The Malaysian Ministry of Education was extremely supportive of the efforts to provide a healthy nutritious snack for children and gave their seal of approval.
Mamee Monster Biskidz was then distributed to school canteens, a channel other brands struggled to acquire.
The Mamee Monster Biskidz launch exceeded all expectations with a strong market share in the total plain sweet biscuits category achieving a solid number 2 and a few months later, a best in class for repeat purchase position.
A biscuit can be tasty and nutritious, at the same time!
Black Dragon Certificates are awarded to Entries whose scores settle immediately below the Bronze recognition level.
(In alphabetical order)
1. Best Integrated Marketing Campaign
Entrant
Campaign
Client
FCB Group Malaysia
Nivea Men MYPadang
Beiersdorf Malaysia
Geometry Global Malaysia
Play.Dove Repeat
Unilever Malaysia
Orion Social Media Malaysia
Buncit Bear (Euro Edition)
7-Eleven Malaysia
Truth Communications Malaysia
21 Day Mission with Dave Nuku and Alexandra Prabaharan
Wong Ju Yi
2. Best Marketing Discipline Campaign
Entrant
Campaign
Client
FCB Group Malaysia
Nivea Men MYPadang
Beiersdorf Malaysia
Geometry Global Malaysia
Mamee Monster Biskidz
Mamee-Double Decker Malaysia
Isobar Malaysia
Ho Ee Ki
Mudah.my
OMD Malaysia
Watsons Raya Ni Mesti Cun Comedy Amongst Solemnity
Watsons Malaysia
3. Best Digital Campaign
Entrant
Campaign
Client
Alpha 245 Communications Malaysia
F&N Ceria Xpresi Berinspirasi
F&N Beverages Marketing
FCB Group Malaysia
Don’t Drop the Reward
TaxiMonger
Geometry Global Malaysia
Play.Dove Repeat
Unilever Malaysia
OMD Malaysia
McDonald’s – The Best Just Got Better
McDonald’s Malaysia
4. Best Innovative Idea or Concept
Entrant
Campaign
Client
Dentsu Malaysia
Goodday Relaunch 2016
Goodday
Leo Burnett / Arc Worldwide Malaysia
Home Broadband That Start Great Stays Great
Maxis
Media Prima Television Networks Malaysia
178 CNY 2017
Media Prima Television Networks Malaysia
5. Best Brand Building and/or Awareness Campaign
Entrant
Campaign
Client
Alpha 245 Communications Malaysia
Boiled Water Is Not Enough
Coway Malaysia
Astro Malaysia
Astro Gempak
Astro Malaysia
Dentsu Malaysia
Goodday Relaunch 2016
Goodday
Isobar Malaysia
Uncover Malaysia
National Geographic
Orion Social Media Malaysia
My Dream Home
Kurnia Insurans
7. Best Event or Experiential Marketing Campaign
Entrant
Campaign
Client
Dentsu Malaysia
International Wonda Coffee Day 2016
Wonda
Ensemble Worldwide Malaysia
How Hotlink hijacked Pokemon Go and rode to the top on the interwebz
Maxis
Geometry Global Malaysia
Scott’s DHA Gummies – Bright Little Explorers
GlaxoSmithKline Consumer HealthCare Malaysia
Isobar Malaysia
Uncover Malaysia
National Geographic
Orion Social Media Malaysia
BYO Cup Day 2016
7-Eleven Malaysia
9. Best Mobile Marketing Campaign
Entrant
Campaign
Client
FCB Group Malaysia
Don’t Drop the Reward
TaxiMonger
Leo Burnett / Arc Worldwide Malaysia
The SweetSpot App
Sweet Spot Digital
10. Best Social Media or Word of Mouth Campaign
Entrant
Campaign
Client
Dentsu Malaysia
International Wonda Coffee Day 2016
Wonda
Geometry Global Malaysia
CIMB Enrich Platinum MasterCard Campaign
CIMB Bank Berhad
Media Prima Television Networks Malaysia
Cantiknya Malaysia
Media Prima Television Networks Malaysia
Orion Social Media Malaysia
tokidoki loyalty campaign – Mannequin challenge
7-Eleven Malaysia
11. Best Product Launch or Re-launch Campaign
Entrant
Campaign
Client
Dentsu Malaysia
Calpis Launch 2016
Calpis
Ensemble Worldwide Malaysia
Bringing Nippon Pylox to life
Nippon Malaysia
Leo Burnett / Arc Worldwide Malaysia
Once you go 4G, you’ll never go back
Maxis
Trad3mark Malaysia
The New MIN
I Clubman Launch
BMW Malaysia
12. Best Brand Trial or Sales Generation Campaign
Entrant
Campaign
Client
FCB Group Malaysia
Oreo Minis: Gotta Catch ‘Em all!
Mondelez Malaysia
Leo Burnett / Arc Worldwide Malaysia
The Re-Relationship
OCBC
14. Best Cause, Charity Marketing or Public Sector
Entrant
Campaign
Client
FCB Group Malaysia
The LAT Campaign
Perbadanan Insurans Deposit Malaysia (PIDM)
16. Best Use of Media
Entrant
Campaign
Client
Isobar Malaysia
Ho Ee Ki
Mudah.my
Geometry Global Malaysia & Ogilvy Commonhealth Asia Pacific
Panadol Allied Against Dengue
GlaxoSmithKline Consumer HealthCare Malaysia
OMD Malaysia
Syok to Be Malaysian
McDonald’s Malaysia
The 31st MAA Worldwide GLOBES, launching October 30.
Last year, all Red, Blue, Gold, Silver & Bronze Dragons of Asia winners and all Gold, Silver & Bronze Dragons of Malaysia winners were eligible to enter the 50th year Marketing Agencies Association Worldwide MAA GLOBES, representing their companies and countries, against winners of other award programmes from Brazil, Canada, USA, UK, Russia, Japan, Australia and of course APAC, via the Dragons.
Our 2016 Dragons winners won a collective 11 GLOBES Trophies, including 4 Gold GLOBES and their campaigns are now published on warc.com via a partnership between WARC and the PMAA Dragons of Asia.
This year’s Dragons Trophy winners will again be eligible to enter the 31st MAA GLOBES
, for a separate Entry Fee of US$250, paid to MAA Worldwide. The Dragons Secretariat will contact all eligible winners.
The Dragons and GLOBES entry sites are both cloned, so it’s easy as transferring campaigns over.
Winners don’t need to do anything else. For more information contact: [email protected]
Let’s cut to the chase: the Digital Revolution is fuelled by how marketing helps monetise it.
There is no such thing as a free lunch. That’s why game-changing inspiration can always be found
on the front lines of the marketing and media playbook. There’s never been a more exciting time to
be in marketing: e-commerce, personalisation, big data, brand safety, walled gardens and more.
This Conference will show marketers how to take ownership of this future, and how to dance their way through this digital turf war where everyone has an opinion.
Whatever your take on the future… Marketing is the new Sexy!
Date: 16 October, 2017
Venue: Grand Ballroom, Sime Darby Convention Centre Jalan Bukit Kiara, Kuala Lumpur.
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