Going beyond the Metal

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(marketingmagazine.com.my) – The winners and delegates at the inaugural APPIES Malaysia brought home more than trophies and great memories. Thanks to an innovative new awards presentation format the event’s theme of ‘Sharing Is Learning’ went beyond just a catchy tagline and was what delegates truly experienced.


The awards show made its mark on Malaysian shores for the first time on May 19th and 20th, having been held in Singapore for the past seven years. Following an interactive judging format, presenters of the shortlisted campaigns must be ready to not explain but also defend their campaign’s concept and results to the judges and the over 300 delegates who attended.

APPIES audiences in attendence

Going beyond the traditional awards show, where judges are typically cooped up in a room deliberating over a winning entry. APPIES wanted to break down the doors of learning in the marketing industry, shortlisted entries were looked on as case studies which could be analysed by both the judges and delegates.


Presenters had to follow an interactive 4-6-20 format, where they had to show a 4-minute creative reel summarising their campaign, present and justify their campaign in a 6-minute presentation and finally field questions about the campaign from the judges and audience for 20-minutes.

APPIES judges2
Across the two days, 36 campaigns from Malaysia’s leading brands including McDonalds, Maxis, ASTRO and IKEA battled it out at Eastin Hotel, Petaling Jaya, for the coveted Gold APPIES award. Each presentation, done by the brand marketer and agency, were judged by a panel of 22 seasoned marketers including Ben Mahmud- Head of Retail Marketing of Shell Malaysia Trading and Eric Wong-Marketing Director of IBM Malaysia, who did not hold back in asking the tough questions to the presenters.

APPIES Presenters

Questions on as why a particular marketing channel was chosen, to asking how their marketing efforts translated to sales, the APPIES stage saw some presenters falter and others shine as they tried to win the hearts of the judges heart.

Presenters enjoyed the interactive presentation format, Emily Lim MD of Lion & Lion Malaysia and Silver Winner for, L’Oréal Raya Cantik Bergaya shared that answering the judge’s questions was what she enjoyed most. While it was initially nerve-wracking, she found the questions and observations from the judges to be spot on.

“I truly believe in of the whole mantra of learning. Through this process we have gotten a great exposure.” shared Amy Gan, of Pemanis who won Gold and Silver awards for her brand Wonda Coffee.
“This event has given us the right exposure which we can’t get from daily work. This was a huge eye opener, listening to all the campaigns, whether it was the campaigns we presented or from the other speakers, it was enlightening.” Amy added.

A total of 10 gold, 6 silver and 2 best presenter awards were awarded to brands including IKEA, L’Oréal and Mc Donald’s who were successful in presenting and defending their campaign to the judges

APPIES Malaysia 2016 winners APPIES Website feature
APPIES MALAYSIA 2016 winners list:


Food & Beverage Big Mac Dubsmash Chant Challenge McDonald’s LEO BURNETT
Food & Beverage KFC Hot and Cheezy KFC ENSEMBLE WORLDWIDE
Consumer Durables Get Cheras to Cheras IKEA BBH SINGAPORE
Non-food FMCG Polis Evo ASTRO ASTRO
Food & Beverage Wonda Restarts Your Day Wonda Coffee DENTSU MALAYSIA
Non-food FMCG Safi Shayla: Show the world that there is nothing that Hijabsters cannot do Safi Shayla IGNITE KL
Consumer Services Kucing Happy – How a conventional bank made itself relevant in the age of social media BSN Corporate FISHERMEN INTEGRATED
Consumer Services Huawei Best “Wei” Hua Wei “Mate S” VIZEUM MEDIA SERVICES
Probono/Government/Cultural Rubber Boy PETRONAS LEO BURNETT
Probono/Government/Cultural #PakCik Misteri by TM Telekom Malaysia Berhad UNIVERSAL MCCAN



Food & Beverage How Wonda Owned A Day Wonda Coffee DENTSU MALAYSIA
Consumer Services Maxis Zerolution – Turning Zero Into Hero Maxis LEO BURNETT
Food & Beverage Mountain Dew Neonizes Malaysia Mountain Dew DENTSU MALAYSIA
Consumer Services Yonder Music Launch Yonder Music M&C SAATCHI
Non-food FMCG L’Oreal Raya Cantik Bergaya L’Oreal Paris, Maybelline and Garnier LION & LION
Consumer Services Easy Resolutions with Mr. Coach OCBC Bank MCCANN ERICKSON



Consumer Durables Josie Khng Get Cheras To Cheras BBH
KC Hong
Food & Beverage Amit Sutha KFC Hot n Cheezy ENSEMBLE WORLDWIDE


Check out our winners case studies and all of our coverage of the APPIES Malaysia here

Check out our full coverage of The APPIES Malaysia Awards in MARKETING’s May-June issue.

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