The Dragons of Malaysia 2016 BIG winners | MARKETING Magazine Asia

The Dragons of Malaysia 2016 BIG winners


PMSfactor thumb

(Marketingmagazine.com.my) – Geometry Global Malaysia dominated the 5th ‘Dragons of Malaysia’ Programme with a record 5 Gold Dragons and Malaysia’s leading Marketing Communication Agency. The Agency also captured a ‘Dragons of Asia’ Gold Dragon for their Tiger Radler “Twistmas” Campaign.

The following are three Campaigns, which, according to Judges, really stood out this year:

– AIA by Leo Burnett & Arc Worldwide Malaysia that borrowed the age old School Report Card system. This time school kids rated the performance of the health of their parents, shocking them to seriously consider diet and exercise, leading to an increase in AIA’s medical insurance. The Campaign won a ‘Dragons of Malaysia’ Gold and a ‘Dragons of Asia’ Blue infinity Dragon for the Best Campaign in Malaysia, this year.

Malaysia AIA HealthReportCard

– Cause-met- art-met-technology with the ‘Bring to Light’ Campaign from Geometry Global Malaysia, challenging Malaysians to become more aware of the growing plight of stateless children, via a unique ‘electronic poster’. In a darkened room, each time supporters signed posters with a pen carrying conductive ink, a circuit was completed and hidden faces of homeless children were brought to light. Later, these images were auctioned to raise funds. The Campaign was so successful that it will be adopted throughout Asia. The campaign won A Gold ‘Dragons of Malaysia’ Winner for Geometry Global.

Bring to light
-Isobar Malaysia’s “PMS Factor” Campaign succeeded in owning a previously untapped territory of feminine protection, for the Libresse brand. The Campaign created 5 different types of behaviour characters, based on emotions that a woman will go through during their PMS: ‘Passionate Princess’, ‘Concern Caregiver’, ‘Foodie Finder’, ‘Sentiment Soul’ and ‘Capable Chief’.

Suggestions were then given as to how each ‘character’ could oust negative feelings during PMS. A sharing system allowed women to express their character to others, via social media, men included, with a chance to win Libresse Prizes. The Campaign is a winner of a ‘Dragons of Malaysia’ Gold Dragon.

PMS factor

Full list of the night’s Big winners:

2016 “Dragons of Malaysia”
Marketing Communications Industry Ranking Ladder

Entrant Points
Geometry Global Malaysia     121
OMD Malaysia     57
Leo Burnett/Arc Worldwide. Malaysia     34
MullenLowe Malaysia     21
Orion Social Media Malaysia     19
Isobar Malaysia     18
Dentsu Malaysia     17
Universal McCann Malaysia     16
Astro Malay Marketing Content. Malaysia     13
McCann Erickson Malaysia     11
Trad3mark Malaysia     10
Cake Experiential Communications (ASIA) Malaysia     10

Minimum score 10 points.

Points Awarded: Gold Dragon 10
Silver Dragon 7
Bronze Dragon 5
Black Dragon 1

Dragons for the Best Campaigns by Category

1. Best Integrated Marketing Campaign

Dragon Agency Campaign Client
Gold Universal McCann Malaysia How TM Reinvented itself with the makers of tomorrow Telekom Malaysia
Silver M&C Saatchi Malaysia Yonder Music Launch Yonder Music
Bronze OMD Malaysia A Counterpoint to Hate: Harmonising with the Malays Golden Arches Restaurants

 

2. Best Marketing Discipline Campaign

Dragon Agency Campaign Client
Gold OMD Malaysia Watsons Enriches Married Life Watsons Malaysia
Silver Isobar Malaysia #FlavourBAEK – A new taste of things Mondelez International
Bronze Leo Burnett/Arc Worldwide Malaysia Cubaan dan Rezeki AIA Public Takaful

3. Best Digital Campaign

Dragon Agency Campaign Client
Gold Leo Burnett/Arc Worldwide Malaysia Health Report Card AIA
Silver Geometry Global Malaysia TIGER BITES: Discover the different street food flavors of Malaysia Heineken Malaysia
Bronze Geometry Global Malaysia BoredCast Dunlopillo Malaysia

4. Best Innovative Idea or Concept

Dragon Agency Campaign Client
Gold Isobar Malaysia PMS Factor SCA Hygiene Marketing
Silver Geometry Global Malaysia CIMB Petronas. MasterCard Dubsmash Campaign CIMB Bank
Bronze Geometry Global Malaysia Comfort. Bau Tidak Melekat, Kesegaran Berpanjangan Unilever Malaysia

5. Best Brand Building and/or Awareness Campaign

Dragon Agency Campaign Client
Gold Geometry Global Malaysia Bring To Light Voice of The Children
Silver Dentsu Malaysia Mountain Dew Neonizes Malaysia Permanis Sandilands
Bronze Mirum Malaysia #beautifulMalaysia Tourism Malaysia


6. Best Business to Business or Trade Marketing Campaign

Dragon Agency Campaign Client
Gold Geometry Global Malaysia Comfort. Bau Tidak Melekat, Kesegaran Berpanjangan Unilever Malaysia


7. Best Event or Experiential Marketing Campaign

Dragon Agency Campaign Client
Gold OMD Malaysia An Amazing Aussie Platter Tourism Australia
Silver Geometry Global Malaysia TIGER BITES: Discover the different street food flavors of Malaysia Heineken Malaysia
Bronze Universal McCann Malaysia How #pakcikpowerreignited passion for Malaysian Football Telekom Malaysia


8. Best Brand Loyalty Campaign

Dragon Agency Campaign Client
Gold Orion Social Media Malaysia BYO Cup Day 2015 7-Eleven Malaysia
Silver Orion Social Media Malaysia Gila-Gila with 7-Eleven 7-Eleven Malaysia


9. Best Mobile Marketing Campaign

Dragon Agency Campaign Client
Gold MullenLowe Malaysia Shop-in-a-box SurePay (Mobile Payment Solutions) Telekom Malaysia
Silver OMD Malaysia Turnaround for the Better Estee Lauder Companies Malaysia

10. Best Social Media or Word of Mouth Campaign

Dragon Agency Campaign Client
Gold Geometry Global Malaysia
& Ogilvy & Mather Singapore
Share A Coke Singapore The Coca-Cola Company
Silver Trapper Interactive Network Malaysia AXA Health Challenge AXA Affin Life Malaysia
Bronze Geometry Global Malaysia CIMB Petronas. MasterCard Dubsmash Campaign CIMB Bank

11. Best Product Launch or Re-Launch Campaign

Dragon Agency Campaign Client
Gold Trad3mark Malaysia Audi Q7 Launch Audi Malaysia
Silver Leo Burnett/Arc Worldwide Malaysia Zerolution. Turning Zero into Hero Maxis Broadband
Bronze MullenLowe Malaysia Unifi: For the Makers of Tomorrow Telekom Malaysia

12. Best Brand Trial or Sales Generation Campaign

Dragon Agency Campaign Client
Gold McCann Erickson Malaysia OCBC Premier Voyage OCBC Bank
Silver Geometry Global Malaysia Comfort. Bau Tidak Melekat, Kesegaran Berpanjangan Unilever Malaysia
Bronze MullenLowe Malaysia London, Paris here I come Bank Simpanan Nasional


13. Best Use of Public Relations

Dragon Agency Campaign Client
Gold Geometry Global Malaysia Volkswagen Malaysia Jetta Limited Edition Pop Up Party Volkswagen Malaysia

14. Best Cause, Charity Marketing or Public Sector Campaign

Dragon Agency Campaign Client
Gold Leo Burnett/Arc Worldwide Malaysia Can You Keep a Secret ? Women’s Aid Organisation (WAO)
Silver Geometry Global Malaysia Bring To Light Voice of The Children
Bronze Cake Experiential Communications (ASIA) Malaysia Penang Trishaw Entourage Penang Global Tourism
(State Tourism Bureau)

15. Best Small Budget Campaign

Dragon Agency Campaign Client
Gold Geometry Global Malaysia BoredCast Dunlopillo Malaysia
Silver Geometry Global Malaysia TIGER RADLER: Twistmas Heineken Malaysia
Bronze Buumerangbrandz Malaysia Alicafe Graffiti Inter-Varsity Wall Art Competition Alicafe Graffiti

16. Best Use of Media

Dragon Agency Campaign Client
Gold OMD Malaysia If Carlsberg Did Marketing Campaigns Carlsberg Marketing
Silver Geometry Global Malaysia & Mediacom Singapore Share A Coke Singapore The Coca-Cola Company
Bronze Dentsu Malaysia Wonda Restarts Your Day Permanis Sandilands

17. Best Entertainment Campaign

Dragon Agency Campaign Client
Gold Astro Malaysia Polis Evo Marketing Campaign Astro Malaysia
Silver OMD Malaysia Watsons Zumba Entertains Consumers While Changing Perceptions Watsons Malaysia

 

Gold, Silver and Bronze Winners from the 2016 ‘Dragons of Asia’, the “Dragons of Malaysia’ and the first ‘Dragons of Indonesia’ are all eligible to separately enter the 30th Marketing Agencies Association Worldwide, MAA GLOBES and represent their Agencies and Countries against the Best of the Best in Canada, Brazil, Israel, Russia, the United Kingdom and the USA, to be the Best of the Best in the World of Marketing Communications.

Entry Fees for the GLOBES is US$250 per Campaign.

The Dragons of Asia and the 2016 MAA GLOBES
Programmes are now totally compatible, with identical Entry Categories and Entry Platforms.

Eligible Asian Winners can just re-enter their 2016 Dragons Campaigns on the 2016 MAA GLOBES Entry Site which is linked from: maaworldwide.com

All they need to is to advise the MAA GLOBES Secretariat which Dragons Campaign/s they’d like to submit, the Entry Category or Categories. We will then Invoice all Entrants for payment by Credit Card or Bank Transfer. MAA will transfer the Campaign & the Entry Form from the Dragons Site.

Entries in the 2016 MAA GLOBES close on 30 November 2016.

MAA Entries