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!
Malaysia Dragons for the Best Campaigns by Category
1. Best Integrated Marketing Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
Gold |
Geometry Global Malaysia |
Mamee Monster Biskidz |
Mamee-Double Decker Malaysia |
|
Silver |
Dentsu Malaysia |
Goodday Relaunch 2016 |
Goodday |
|
Bronze |
BBDO Malaysia |
#KasiChance |
The Wrigley Company Malaysia |
2. Best Marketing Discipline Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
Gold |
FCB Group Malaysia |
Kiddy Co-pilot |
Peugeot Malaysia |
|
Silver |
Alpha 245 Communications Malaysia |
F&N Ceria Xpresi Berinspirasi |
F&N Beverages Marketing |
|
Bronze |
Leo Burnett / Arc Worldwide Malaysia |
A Magnificent Secret Revealed: AIRA Residence |
Selangor Properties |
3. Best Digital Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
Gold |
Entropia Malaysia |
360 Virtual Drone Hunting Zone |
Etika |
|
Silver |
Geometry Global Malaysia |
CIMB Enrich Platinum MasterCard Campaign |
CIMB Bank Berhad |
|
Bronze |
OMD Malaysia |
Stealing QSR’s Lunch |
McDonald’s Malaysia |
4. Best Innovative Idea or Concept
|
Dragon |
Agency |
Campaign |
Client |
|
Gold |
Dentsu Malaysia |
Mountain Dew Thematic 2016 |
Mountain Dew |
|
Silver |
Leo Burnett / Arc Worldwide Malaysia |
Samsung Ramadan |
Samsung Malaysia |
|
Bronze |
FCB Group Malaysia |
Don’t Drop the Reward |
TaxiMonger |
5. Best Brand Building and/or Awareness Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
Gold |
Isobar Malaysia |
Ho Ee Ki |
Mudah.my |
|
Silver |
Leo Burnett / Arc Worldwide Malaysia |
Changing the Conversation. Someday to Everyday. Sorrow to Joy |
AIA |
|
Bronze |
Orion Social Media Malaysia |
BYO Cup Day 2016 |
7-Eleven Malaysia |
6. Best Business to Business or Trade Marketing
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Dentsu Malaysia |
International Wonda Coffee Day 2016 |
Wonda |
|
|
Silver |
FCB Group Malaysia |
Nivea Men MYPadang |
Beiersdorf Malaysia |
|
|
Bronze |
FCB Group Malaysia |
Don’t Drop the Reward |
TaxiMonger |
|
7. Best Event or Experiential Marketing Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Dentsu Malaysia |
Mountain Dew Thematic 2016 |
Mountain Dew |
|
|
Silver |
Media Prima Television Networks Malaysia |
Drama Sangat Bus Tour |
Media Prima Television Networks Malaysia |
|
|
Bronze |
OMD Malaysia |
Magnificent Seven – Bringing the Film to Life, Literally |
Sony Pictures Entertainment Malaysia |
|
8. Best Brand Loyalty Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Orion Social Media Malaysia |
BYO Cup Day 2016 |
7-Eleven Malaysia |
|
|
Silver |
Orion Social Media Malaysia |
Buncit Bear (Euro Edition) |
7-Eleven Malaysia |
|
|
Bronze |
FCB Group Malaysia |
The LAT Campaign |
Perbadanan Insurans Deposit Malaysia (PIDM) |
|
9. Best Mobile Marketing Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
OMD Malaysia |
Stealing QSR’s Lunch |
McDonald’s Malaysia |
|
|
Silver |
Leo Burnett / Arc Worldwide Malaysia |
#3BitesChallenge |
Gerbang Alaf Restaurants |
|
|
Bronze |
Entropia Malaysia |
Mountain Dew’s Dew Challenge Drone Hunt |
Etika |
|
10. Best Social Media or Word of Mouth Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Leo Burnett / Arc Worldwide Malaysia |
#3BitesChallenge |
Gerbang Alaf Restaurants |
|
|
Silver |
Astro Malaysia |
Suri Hati Mr. Pilot |
Astro Malaysia |
|
|
Bronze |
Orion Social Media Malaysia |
BYO Cup Day 2016 |
7-Eleven Malaysia |
|
11. Best Product Launch or Re-launch Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Geometry Global Malaysia |
Mamee Monster Biskidz |
Mamee-Double Decker Malaysia |
|
|
Silver |
Geometry Global Malaysia |
Play.Dove Repeat |
Unilever Malaysia |
|
|
Bronze |
FCB Group Malaysia |
Oreo Minis: Gotta Catch ‘Em all! |
Mondelez Malaysia |
|
12. Best Brand Trial or Sales Generation Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Geometry Global Malaysia |
CIMB Enrich Platinum MasterCard Campaign |
CIMB Bank Berhad |
|
|
Silver |
Geometry Global Malaysia |
Play.Dove Repeat |
Unilever Malaysia |
|
|
Bronze |
Dentsu Malaysia |
International Wonda Coffee Day 2016 |
Wonda |
|
|
Bronze |
Ensemble Worldwide Malaysia |
Limited Edition Water2go collaboration with Boey |
Shell Malaysia |
|
13. Best Use of Public Relations
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Alpha 245 Communications Malaysia |
Boiled Water Is Not Enough |
Coway Malaysia |
|
|
Silver |
Dentsu Malaysia |
Goodday Relaunch 2016 |
Goodday |
|
14. Best Cause, Charity Marketing or Public Sector
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Geometry Global Malaysia & Ogilvy Commonhealth Asia Pacific |
Panadol Allied Against Dengue |
GlaxoSmithKline Consumer HealthCare Malaysia |
|
|
Silver |
Leo Burnett / Arc Worldwide Malaysia |
Light A Life |
Maxis |
|
|
Bronze |
Orion Social Media Malaysia |
You Pledge, We Plant! Campaign |
7-Eleven Malaysia |
|
15. Best Small Budget Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
FCB Group Malay |
Oreo Minis: Gotta Catch ‘Em all! |
Mondelez Malaysia |
|
|
Silver |
Alpha 245 Communications Malaysia |
Coway Beat The Heat |
Coway Malaysia |
|
|
Bronze |
Leo Burnett / Arc Worldwide Malaysia |
The Re-Relationship |
OCBC |
|
|
Bronze |
Isobar Malaysia |
The Green Christmas Puppet Show |
innisfree Malaysia |
|
16. Best Use of Media
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
OMD Malaysia |
Nivea Creme’s Setulus Belaian Kasih |
Beiersdorf Malaysia |
|
|
Silver |
Entropia Malaysia |
Mountain Dew Mixed Reality Drone Hunting Challenge |
Etika |
|
|
Bronze |
Dentsu Malaysia |
Mountain Dew Thematic 2016 |
Mountain Dew |
|
17. Best Entertainment Campaign
|
Dragon |
Agency |
Campaign |
Client |
|
|
Gold |
Astro Malaysia |
Olabola, the most talked about film in the hearts of Malaysians |
Astro Malaysia |
|
|
Silver |
Isobar Malaysia |
Uncover Malaysia |
National Geographic |
|
|
Bronze |
OMD Malaysia |
Magnificent Seven – Changing Perception, Winning Admission |
Sony Pictures Entertainment Malaysia |
|
2017 “Dragons of Malaysia”
Marketing Communications Industry Ranking Ladder
|
Entrant |
Points |
|
Geometry Global Malaysia |
67 |
|
Dentsu Malaysia |
59 |
|
FCB Group Malaysia |
53 |
|
Leo Burnett / Arc Worldwide Malaysia |
52 |
|
OMD Malaysia |
38 |
|
Orion Social Media Malaysia |
36 |
|
Alpha 245 Communications Malaysia |
26 |
|
Isobar Malaysia |
26 |
|
Entropia Malaysia |
22 |
|
Astro Malaysia |
18 |
Minimum score 10 points.
Points Awarded: Gold Dragon: 10, Silver Dragon: 7, Bronze Dragon: 5 & Black Dragon: 1.
2017 Black Dragon Winners
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 |
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.
Time: 8.30am – 5.30pm
Details: www.marketingmagazine.com.my/cmo2017
Contact: [email protected]
Download event PDF here.
MARKETING Magazine is not responsible for the content of external sites.
The Malaysian Marketing Conference & Festival 2024 at the Sime Darby Convention Centre is a TWO-day marketing event for all those in Marketing, Media, Advertising, PR, Digital, Data, and more….
The experience is on May 15 & 16, with Keynote Speakers, multiple tracks or Breakaway Sessions hosted by our booth partners who will show you the latest in the industry.
