2017 WINNER’S RELEASE: Wednesday, 11 October 2017€¦ · 2017 WINNER’S RELEASE: Wednesday, 11 October 2017 ... a well loved Malaysian snack brand, ... Nivea Creme's Setulus Belaian

2017 WINNER’S RELEASE: Wednesday, 11 October 2017 Mamee Monster and super cartoon spy Ejen Ali, teamed up to show kids and parents that a biscuit can be tasty and nutritious, and at the same time. This biscuit campaign proved 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 Ejan 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 Minister of Education was extremely supportive of the efforts to provide a healthy nutritious snack for children and gave his 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 !

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 50 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 (a separate Programme), 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, with Client approval, are now published on warc.com via a Partnership between WARC and the PMAA Dragons of Asia. This year, our Dragons Trophy Winners from 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.

“The Dragons of Asia are now positioned alongside prestigious global effectiveness awards such as the Cannes Lions, IPA Effectiveness Awards & the Effies”………Warc London, October 2017 For more information contact: Mike Da Silva Director: PMAA Dragons of Asia COO: Marketing Agencies Association Worldwide. London Director: MAA GLOBES. Sydney eMail: [email protected] phone: +61 2 9953 9633 mobile: +61 411 216 652

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


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


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 (and Dinner) McDonald's Malaysia

4. Best Innovative Idea or Concept


Gold Dentsu Malaysia Mountain Dew Thematic 2016 Mountain Dew

Silver Leo Burnett / Arc Worldwide Malaysia

Samsung Ramadan Siber-turahim Samsung Malaysia

Bronze FCB Group Malaysia Don't Drop the Reward TaxiMonger

5. Best Brand Building and/or Awareness Campaign


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


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


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


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


Gold OMD Malaysia Stealing QSR's Lunch (and Dinner) 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


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


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


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


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


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


Gold FCB Group Malaysia 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


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


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


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


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


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


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


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


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


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


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 MINI Clubman Launch BMW Malaysia

12. Best Brand Trial or Sales Generation Campaign


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


FCB Group Malaysia The LAT Campaign Perbadanan Insurans Deposit Malaysia (PIDM)

16. Best Use of Media


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

END

Documents

2017 WINNER’S RELEASE: Wednesday, 11 October 2017€¦ · 2017 WINNER’S RELEASE: Wednesday, 11 October 2017 ... a well loved Malaysian snack brand, ... Nivea Creme's Setulus Belaian