Dragons of Malaysia & Asia 2017 winners announced!

13 October 2017

On Wednesday in Kuala Lumpur, winners of the Dragons of Malaysia and Asia were announced at a glittering ceremony which also saw winners from across Asia in attendance.

This biscuit campaign proved a 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 Ejen 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 Ministry of Education was extremely supportive of the efforts to provide a healthy nutritious snack for children and gave their 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! 

Dragons of Asia Winners 2017

 

Malaysia 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

 

 

 

 

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 50th 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, 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 are now published on warc.com via a partnership between WARC and the PMAA Dragons of Asia. 

This year’s Dragons Trophy winners 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. For more information contact: This email address is being protected from spambots. You need JavaScript enabled to view it.

 


 

Let’s cut to the chase: the Digital Revolution is fuelled by how marketing helps monetise it. 

There is no such thing as a free lunch. That’s why game-changing inspiration can always be found 

on the front lines of the marketing and media playbook. There’s never been a more exciting time to 

be in marketing: e-commerce, personalisation, big data, brand safety, walled gardens and more. 

This Conference will show marketers how to take ownership of this future, and how to dance their way through this digital turf war where everyone has an opinion. 

Whatever your take on the future… Marketing is the new Sexy!

Date: 16 October, 2017

Venue: Grand Ballroom, Sime Darby Convention Centre Jalan Bukit Kiara, Kuala Lumpur. 

Time: 8.30am - 5.30pm 

Details: www.marketingmagazine.com.my/cmo2017

Contact: This email address is being protected from spambots. You need JavaScript enabled to view it.

Download event PDF here.

 

You don't have permission to view or post comments.
Back to top