2018 Winners Dragons of Malaysia Release · Two Best Campaigns in Malaysia in 2018 Dragons of Malaysia letterhead Dentsu LHS Malaysia International Wonda Coffee Day & for Etika Malaysia

Dragons of Malaysia letterhead

The 2018 Dragons of Malaysia.

The Winners

Two Best Campaigns in Malaysia in 2018


Dentsu LHS Malaysia

International Wonda Coffee Day &

for Etika Malaysia

Geometry Malaysia

CNY 2018. 'Probably The Most

Victorious Year’, for Carlsberg

Marketing Malaysia

The Wonda Coffee International Coffee Day, launched 4 years ago has become an annual event in Malaysia. However, competitors soon responded with blocking activities.

Instead of admitting defeat, Wonda raised the bar with a campaign which out-roadblocked competitors with innovative Promotions and support via TGV Cinemas, GRAB cars, Petronas and 7-11 outlets & special ‘brewing billboards’.

The 2016 Event gained a spectacular 122% sales increase, 24 share points and a massive RM 1 million in PR value.

Chinese New Year is big for beer sales and beer stockists become a volatile ‘battlefield’.

Carlsberg’s Agency Geometry Malaysia, created a promotion whereby shoppers filled their trolleys with groceries for not just for themselves, but also for neighbours and family. They could then win the value of that trolley instantly, by ‘swiping a motion sensor bottle cap’ game with their hands.

Carlsberg recorded high net profit during 1Q18. The Promotion was “Probably The Most Victorious” for the beer brand.

BLACK DRAGONSAirAsia. MalaysiaNaga DDB Tribal MalaysiaOMD MalaysiaPrudential BSN Takaful Malaysia

2018 Best Integrated Marketing Campaign

SILVER WINNERGeometry MalaysiaChinese New Year 2018 'Probably The Most Victorious Year’, for Carlsberg Marketing Malaysia

BRONZE WINNERM&C Saatchi MalaysiaCALPIS. Multiply The Goodness Within, for Etika Malaysia


GOLD WINNERDentsu LHS MalaysiaInternational Wonda Coffee Dayfor Etika Malaysia

The Wonda Coffee International Coffee Day, launched 4 years ago has become an annual event in Malaysia. However, competitors soon responded with blocking activities.

Instead of admitting defeat, Wonda raised the bar with a campaign which out-roadblocked competitors with innovative Promotions and support via TGV Cinemas, GRAB cars, Petronas and 7-11 outlets & special ‘brewing billboards’.

The 2016 Event gained a spectacular 122% sales increase, 24 share points and a massive RM 1 million in PR value.

2018 Best Marketing Discipline Campaign

SILVER WINNERDentsu LHS Malaysia

MAHB 25th Anniversary Shopping Campaign for

Malaysia Airports Holdings


GOLD WINNERWatsons MalaysiaWatsons Get Active

Watsons #GETACTIVE Campaign was a health

initiative which promoted healthy living and

positioning of Watsons as the ideal healthy and

beauty shopping destination.

The Campaign encouraged customers to get

“active”, individually or in groups, as part of a

regular exercise and healthy eating lifestyle.

The Campaign generated strong sales of Watsons

health and beauty products

2018 Best Digital Campaign

SILVER WINNEREntropia Malaysia

Wonda Brews Surprising Gift Boxes via Ezibox

for Etika Malaysia


GOLD WINNERPHD Media MalaysiaOur AI Bot Gave Audi +81% Conversion for Audi Malaysia

To increase sales during the peak Raya

period and avoid massive press clutter, Audi

focused on the fact that 80% of buyers carry

out online research before a purchase.

Audi used AI to segment all auto buyer

groups, tailoring messages to each

individual’s purchase journey to maximising

brochure downloads, dealer contact and

booked test drives.

The campaign surpassed these objectives

with extra-ordinary results.

BLACK DRAGONSEntropia Malaysia

M&C Saatchi Malaysia

Trapper Interactive Malaysia

2018 Best Innovative Idea or Concept

SILVER WINNERLeo Burnett Malaysia

McCafe InstaBillboard

for McDonald's Malaysia

BRONZE WINNERGrey Worldwide Malaysia

Unforgettable Bag

for Tesco Malaysia


GOLD WINNER

Geometry MalaysiaCIMB Debitjerfor CIMB Bank Malaysia

CIMB Bank wanted Malaysians, especially

Malays, to use Debit Cards instead of cash.

The Campaign, using comedy as the strategy,

coined a new phrase ‘#DEBITJER’.

The Campaign came to life via the nation’s

biggest names in comedy, making #DEBITJER

a part of every day conversation.

The massive increase in CIMB Debit

Mastercard spend was nothing to laugh at !

BLACK DRAGONSBBDO MalaysiaGeometry MalaysiaLeo Burnett MalaysiaM&C Saatchi. MalaysiaOrion Social Media Malaysia

2018 Best Brand Building and/or Awareness Campaign

SILVER WINNERBBDO MalaysiaMagic Beep for Visa Malaysia

BRONZE WINNERIsobar Malaysia32665 for Mudah.my Malaysia


GOLD WINNERGeometry MalaysiaDiGi Borderlessfor DiGi Telecommunications Malaysia

Digi capitalised on the valuable Postpaid segment with the Digi Borderless Campaign by leveraging the launch of the iPhone X, as a ‘plan without borders’, which included Digi’s superior roaming service and IDD, to 10 countries in Asia.

Iphone X Purchasers, bundled with a Digi Postpaid line could also win a gastronomic experience across Asia.

The Campaign recorded a 55% increase in sales.

BLACK DRAGONSGeometry MalaysiaTruth Communications Malaysia

2018 Best B2B or Trade Marketing Campaign

SILVER WINNEREntropia MalaysiaHow Etika Created 3,000 Celebrities with One 'Me'gazine, for Etika Malaysia

BRONZE WINNERGeometry MalaysiaChinese New Year 2018 'Probably The Most Victorious Year’for Carlsberg Marketing Malaysia


GOLD WINNERDentsu LHS MalaysiaGoodday Milk Festfor Etika Malaysia

Goodday changed the date of World Milk Day to reach larger audiences, creating Milk Fest, a celebration of promotions which involved a nostalgic element, bringing back Malaysian milkmen to sample Goodday milk products, including the new green tea & honey milk, overlaid with bounce-back trialling offer.

Milk Fest achieved a highest ever market share & sales volume.

BLACK DRAGONSDentsu LHS. MalaysiaGeometry Malaysia

2018 Best Event or Experiential Marketing Campaign

SILVER WINNERTrad3mark MalaysiaAIA Vitality Wellness Festival for AIA Malaysia

BRONZE WINNERDentsu LHS MalaysiaReady for School for Abbott Laboratories Malaysia


GOLD WINNEREdelman MalaysiaShell Emotion Tracking Studyfor Shell Malaysia

The Shell Emotion Tracking Study helped shape the future of better journeys and reduced stress for Malaysian motorists, via a wearable biometric tracker, the Shell Chatbot and a Mobile app, which analysed the Driver’s performance, emotions and environment, creating much rich content.

The campaign increased Shell’s Share of Earned Attention by 550% and secured US$1 Million in earned news.

BLACK DRAGONSOrion Social Media Malaysia

2018 Best Brand Loyalty Campaign

SILVER WINNEROrion Social Media Malaysia

Slurpee Count & Win

for 7-Eleven Malaysia

BRONZE WINNEREntropia Malaysia

Wonda Brews Surprising Gift Boxes via Ezibox

for Etika Malaysia


GOLD WINNER

Orion Social Media MalaysiaDreamworks KouKoufor 7-Eleven Malaysia

The word KouKou is derived from Chinese

for ‘mouth’ or ‘bite’. KouKou are also fun

bite-sized plush toys in the shape of

dumplings of characters, from DreamWorks

Animation films.

To increase store traffic and maximise online

interaction, 7-Eleven rewarded customers

with points for purchases, redeemable for

infectiously collectable KouKou.

The Promotion surpassed all Marketing

objectives.

2018 Best Mobile Marketing Campaign

SILVER WINNEREdelman MalaysiaShell Emotion Tracking Study for Shell Malaysia


GOLD WINNERPHD Media MalaysiaLet Your Mood Feed Youfor IKANO Corporation Malaysia

Every Malaysian’s daily dilemma: ‘What to eat ?’ According to a ground breaking study, moods have the ability to inhibit or accentuate flavours we taste.

The IPC Shopping Centre partnered with Spotify to create a Mood Menu, the world’s very first directory, combining science and music, then recommending food to match a shopper’s mood.

With only 3 months into the campaign, Google is projecting that IPC app will become the number 1 shopping app in Malaysia!

BLACK DRAGONSDentsu LHS MalaysiaGeometry MalaysiaOrion Social Media Malaysia

2018 Best Social Media or Word of Mouth Campaign

SILVER WINNERGeometry MalaysiaDiGi Borderless for DiGi Telecommunications Malaysia

BRONZE WINNERConsider iProspect MalaysiaAbbott Mommy Scoop for Abbott Nutrition Malaysia


GOLD WINNERLeo Burnett MalaysiaMcCafe InstaBillboard for McDonald's Malaysia

During the Promotion, every time a McDonald’s customer posted a photo of themselves with a McCafe coffee, using the #McCafeMoments hashtag, they appeared on McDonald’s digital billboard on a major highway, for 10 seconds. In just 24 hours, over 5,000 #McCafeMoments were received which meant, 5,000 rights-free, no cost endorsements & over 8 million eyeballs. Best of all, sales tripled.

BLACK DRAGONSDentsu LHS Malaysia

Merdeka LHS Malaysia

Naga DDB Tribal Malaysia

OMD Malaysia

2018 Best Product Launch or Re-Launch Campaign

SILVER WINNERBBDO Malaysia

Fernleaf CalciYum. Kids Choice Mum Approved

for Fonterra Malaysia

BRONZE WINNERLeo Burnett Malaysia

Ayam Goreng McD. Delicious Decibels

for McDonald’s Malaysia


GOLD WINNER

Geometry MalaysiaDiGi Borderlessfor DiGi Telecommunications Malaysia

Digi capitalised on the valuable Postpaid

segment with the Digi Borderless

Campaign by leveraging the launch of the

iPhone X, as a ‘plan without

borders’, which included Digi’s superior

roaming service and IDD, to 10 countries in

Asia.

Iphone X Purchasers, bundled with a Digi

Postpaid line could also win a gastronomic

experience across Asia.

The Campaign recorded a 55% increase in

sales.

BLACK DRAGONSDentsu LHS Malaysia

Prudential BSN Takaful Malaysia

Naga DDB Malaysia

2018 Best Brand Trial or Sales Generation Campaign

SILVER WINNERGeometry Malaysia

Chinese New Year 2018 'Probably The Most

Victorious Year’

for Carlsberg Marketing Malaysia

BRONZE WINNERPHD Media Malaysia

Gone in less than 20 minutes!

for Volkswagen Malaysia


GOLD WINNER

Dentsu LHS MalaysiaGoodday Milk Festfor Etika Malaysia

Goodday changed the date of World Milk

Day to reach larger audiences, creating

Milk Fest, a celebration of promotions

which involved a nostalgic element,

bringing back Malaysian milkmen to

sample Goodday milk products, including

the new green tea & honey milk, overlaid

with bounce-back trialling offer.

Milk Fest achieved a highest ever market

share & sales volume.

2018 Best Use of Public Relations

SILVER WINNERTruth Communications Malaysia#PerfectTogether for Mission Foods Malaysia & Emborg Malaysia

BRONZE WINNEREdelman MalaysiaShell Emotion Tracking Studyfor Shell Malaysia


GOLD WINNERessence Burson-Marsteller MalaysiaProud Supporter of Dreams Campaignfor Prudential Assurance Malaysia

Within a clutter of sponsorships of the 29th South East Asian Games, Prudential launched its support via the ‘Proud Supporter of Dreams’ campaign, encouraging Malaysians to dream and not give up on their goals.

An execution covering Media, activation within Prudential’s employees and agents and Charity support, leveraged the Sponsorship.

The campaign achieved its objectives of encouraging and uniting Malaysians and put Prudential on the sporting event map.

2018 Best Cause, Charity Marketing or Public Sector Campaign

SILVER WINNERPHD Media Malaysia

IPC Raises Hope

for IKANO Corporation Malaysia

BRONZE WINNERNaga DDB Tribal Malaysia

Projek#Darihati

for Astro Malaysia


GOLD WINNER

Grey Worldwide MalaysiaUnforgettable Bagfor Tesco Malaysia

Malaysia is ranked 8th worst,

worldwide for plastic waste. By adding

a barcode to a stylish marine design,

Tesco transformed their shopping

bags into cash incentives, everytime

shoppers re-used them. In the first

month, 68% of Shoppers re-used their

bags, as opposed to the previous 5%.

PR was spread across 70 Countries.

Other Countries in Asia are planning

launches.

BLACK DRAGONSPHD Media MalaysiaNaga DDB Tribal MalaysiaTrapper Interactive Malaysia

2018 Best Small Budget Campaign

SILVER WINNERDentsu LHS MalaysiaPin-Pin The Pinatafor Abbott Laboratories Malaysia

BRONZE WINNERTrapper Interactive MalaysiaLife's Good when You know How to Do It Responsively, for LG Electronics Malaysia


GOLD WINNERPrudential BSN Takaful MalaysiaMedical Awareness #TipsPruBSNfor Prudential BSN Takaful Malaysia

Prudential BSN Takaful Malaysia Medical Awareness #TipsPruBSN campaign was developed to educate PruBSN customers and agents, of medical and health related topics, to reduce misconception and claim rate. Dr. Sharliza Salleh became an online personal medical consultant’ with free medical advice via 2 way Q&A sessions on Facebook Live. The Sessions have been very successful, with a decrease in hospital admission cases reported, perhaps due to customers being more aware of their wellbeing.

BLACK DRAGONSPHD Media MalaysiaEntropia Malaysia

2018 Best Use of Media

SILVER WINNERDentsu LHS MalaysiaInternational Wonda Coffee Dayfor Etika Malaysia

BRONZE WINNEROMD MalaysiaMcDonald's Spicy Korean Burger So Spicy So Drama, for McDonald's Malaysia


GOLD WINNEREntropia MalaysiaWhen Wonda turned the Radio Jockeys into Sales Jockeys, for Etika Malaysia

Wonda’s competitor’s decision to focus their ad spend on high reaching Radio, with just standard spots, became a challenge for the coffee brand.

Wonda’s challenged DJ’s at Malaysia’s highest rating stations, Era and Hitz, to actively compete against each other and sell the most cans of Wonda products to their collective 4.5 million listeners, on-air, online and on-ground, at Wonda C&G stockists. The Station with the most cans sold, won. The Promotion was so successful it was halted early, as stock ran out.

2018 Best Entertainment Campaign

SILVER WINNERNaga DDB Tribal MalaysiaXUAN Web Drama. May I Love Youfor Astro Malaysia


GOLD WINNEROMD MalaysiaMcCafe Mocha Kau Bahagiafor McDonald's Malaysia

‘Mocha Kau Bahagia’ was conceptualised to rise above the noise; executed as creative content set to integrate the McCafe brand promise and its coffee credentials – satisfying customers need for quality coffee at affordable prices, any time. Shot in an actual McCafe outlet, a love triangle featuring McCafe baristas, giving viewers a glimpse into their lives.

‘Mocha Kau Bahagia’ was shown on TV3 to a wide Malay audience and viewed by an average of 1.7 million, tripling McCafe Coffee sales.


2018 Dragons of MalaysiaMarketing Communications Industry Ranking Ladder

Points awarded: Gold 15. Silver 7. Bronze 5. Black 1Minimum score: 15 points

2018 Black Dragon Winners Black Dragon Certificates are awarded to Entries whose scores settle immediately below the Bronze recognition level. (In entrant alphabetical order) Best Integrated Marketing Campaign

Entrant Campaign Client

AirAsia. Malaysia SEA Games. #DareToDream AirAsia Malaysia

Naga DDB Tribal Malaysia Proud Supporter of Dreams Prudential Assurance Malaysia

OMD Malaysia McCafe Democratising the Local Cafe Experience McDonald's Malaysia


PruBSN Anugerah. Sentiasa Disisimu

Prudential BSN Takaful. Malaysia

Best Innovative Idea or Concept


Entropia Malaysia Wonda Lane. A first ever priority lane in Expressways Etika Malaysia

M&C Saatchi Malaysia CALPIS. Multiply The Goodness Within Etika Malaysia

Trapper Interactive Malaysia Strepsils. Breaking Mindsets with the Weather Reckitt Benckiser Malaysia

Best Brand Building and/or Awareness Campaign


BBDO Malaysia Magic Beep Visa Malaysia

Geometry Malaysia Audi Malaysia Raya Open Haus "Nak Ikut Boleh Tak?" Volkswagen Group Malaysia

Leo Burnett Malaysia Ayam Goreng McD. Delicious Decibels McDonald’s Malaysia

M&C Saatchi. Malaysia Axiata & Celcom #Negaraku Campaign

Axiata Group & Celcom Axiata Malaysia

Orion Social Media. Malaysia Slurpee Siku Challenge 7-Eleven Malaysia

Best Business to Business or Trade Marketing Campaign Entrant Campaign Client

Geometry Malaysia Colgate Sejalur Senyuman Mesra Colgate-Palmolive Malaysia

Truth Communications. Malaysia PizzArt 1 & 2 Anchor Food Professionals

Best Event or Experiential Marketing Campaign


Dentsu LHS. Malaysia TGR Racing Festival UMW Toyota Malaysia

Geometry Malaysia Chinese New Year 2018. 'Probably The Most Victorious Year'

Carlsberg Marketing Malaysia

Best Brand Loyalty Campaign


Orion Social Media. Malaysia Slurpee Siku Challenge 7-Eleven Malaysia Best Social Media or Word of Mouth Campaign


Dentsu LHS Malaysia Make Champion Food With Dairy Champ Etika Malaysia

Geometry Malaysia CIMB Debitjer CIMB Bank Malaysia

Orion Social Media Malaysia 7-Eleven Artissue Design 7-Eleven Malaysia Best Product Launch or Re-launch Campaign


Dentsu LHS Malaysia International Wonda Coffee Day Etika Malaysia

Merdeka LHS. Malaysia It's The Only One You Need. Extra Strong, Extra Soft, Extra Absorbent

Vinda Deluxe Malaysia

Naga DDB Tribal Malaysia LEXUS 'Detik Penuh Keceriaan' Munchy's Lexus Malaysia

OMD Malaysia McDonald's Out-sells KFC's Fried Chicken McDonald's Malaysia

Best Brand Trial or Sales Generation Campaign


Dentsu LHS Malaysia International Wonda Coffee Day Etika Malaysia


PruBSN Anugerah. Sentiasa Disisimu


Naga DDB Malaysia The Road Less Travelled AirAsia Malaysia Best Small Budget Campaign


PHD Media. Malaysia Gone in less than 20 minutes! Volkswagen Passenger Cars Malaysia

Naga DDB Tribal. Malaysia XUAN Web Drama May I Love You

MESAT Broadcast Network System Malaysia

Trapper Interactive. Malaysia Strepsils: Breaking Mindsets with the Weather Reckitt Benckiser Malaysia

Best Use of Media


PHD Media Malaysia Mission Hijack Volkswagen Malaysia

Entropia. Malaysia Reliving Chinese New Year tradition with Pepsi Etika Malaysia

Congratulations to all our Winners !

Documents

2018 Winners Dragons of Malaysia Release · Two Best Campaigns in Malaysia in 2018 Dragons of Malaysia letterhead Dentsu LHS Malaysia International Wonda Coffee Day & for Etika Malaysia