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
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 (and Dinner) 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 Siber-turahim 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 (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
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 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
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 MINI Clubman Launch 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
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