MALAYSIA – September 24, 2013 – Saatchi & Saatchi Arachnid’s Facebook campaign ‘Tiny Trolls’ for Reckitt Benckiser company Durex Malaysia has won Silver at the Malaysia Effie Awards, the agency announced in a press release.
‘Tiny Trolls’ is a Facebook application that promotes safe sex by humorously showing the consequences of unwanted pregnancies.
“We found that that using humor and harnessing the sharing nature of social networks was the best way to get the message out there,” said David Soo, General Manager at Saatchi & Saatchi Arachnid.
The Facebook app and Facebook-Connected mobile app enables users to combine their photos with that of others to create images of frightful offspring. "Photo based apps are something that people really engage with," Soo said.
The app made more than 29 million campaign impressions and resulted in an almost 200 percent increase in Facebook fans.
The increase was a significant milestone, as Durex has not been able to openly communicate about safe sex through ATL due to cultural and religious restrictions in Malaysia, the agency noted in the release.
The Malaysia Effie Awards is organized by the Malaysian Advertising Association (MAA), Association of Accredited Advertising Agents Malaysia (4As) and Media Specialists Association (MSA), in association with the Malaysia External Trade Development Corporation (MATRADE).
Among the judges were representatives from Malayan Banking Bhd, Maxis Bhd, Tune Hotels, L’Oreal Malaysia and Guinness Anchor Bhd. Despite 85 entries submitted for competition this year, only 18 awards were presented.
The winners as posted on the Malaysia Effie Awards website are as follows:
GOLD WINNERS
"Dyslexia Did Not Stop Me"
Geometry Global/ Grey Group Kuala Lumpur
Persatuan Dyslexia Malaysia
“Bolt Out of the Blue"
M&C Saatchi Sdn Bhd
Celcom Axiata Berhad
SILVER WINNERS
“Astro kasih” Astro Hostel Project
The Wizard’s Room Sdn Bhd
Mojo Films Sdn Bhd
Astro Malaysia Holdings Berhad
“Astro Kasih” Beautiful Malaysia Longest Underwater Clean-up
The Wizard’s Room Sdn Bhd
Astro Malaysia Holdings Berhad
Oreo 1,000,000 Minutes of Bonding Moments
DraftFCB Sdn Bhd, Mindshare Malaysia/ Text100/ Yellow Mushroom Malaysia/ Carrot Films/ VHQ POST/ Imaginex
Mondelez Malaysia
“Durex” Tiny Trolls
Saatchi & Saatchi Arachnid
Reckitt Benckiser (M) Sdn. Bhd.
“MILO® Cans Twisted Football"
Ogilvy Malaysia
Mindshare/ Media Cliq
Nestlé Products Sdn Bhd
BRONZE WINNERS
‘AntiFade Colours’ from Jotun Jotashield
Lowe and Partners Sdn Bhd
Jotun (Malaysia) Sdn. Bhd.
The Beetle 2012 Launch: “The Icon is Back”
M&C Saatchi
Tribal Worldwide Malaysia/ MediaCom Malaysia
Volkswagen Group Malaysia
“OCBC Bank” Thinking Beyond Finance
Carat Media Services (M) Sdn Bhd
iProspect Malaysia
OCBC Bank (Malaysia) Berhad
“Nando’s” We Grill Champions
Creative Juice Kuala Lumpur Sdn Bhd
Nando’s Chickenland (Malaysia) Sdn Bhd
The Malay Mail GE 13
Amphibia Digital Sdn. Bhd.
EzyPzy.com
Redberry Sdn. Bhd.
“Dutch Lady” Drink More Do More – 2 A Day
Leo Burnett
Universal McCann
Dutch Lady Milk Industries
“KFC” Double Down Man
BBDO Malaysia Sdn Bhd
Universal McCann
QSR Brands (M) Holdings Sdn Bhd
“DiGi” DiGilympics
Naga DDB
Starcomm MediaVest Group
DiGi Telecommunications Sdn Bhd
FINALISTS
Nissan Almera -Almera Affair
Creative Juice Kuala Lumpur
Pop Digital
Edaran Tan Chong Malaysia (ETCM)
Nissan Almera – Conventional from outside, unconventional within
GREY Group Kuala Lumpur
Artists Colony Sdb Bhd/ Grey Direct & Interactive Sdn Bhd/ G2 Public Relations
Edaran Tan Chong Motor Sdn Bhd
“Honda” Let Your Intuition Take Over
Dentsu Utama Sdn. Bhd.
Arachnid Sdn Bhd
Honda Malaysia Sdn. Bhd.
Carlsberg “Grow an Apple Tree”
Alpha 245 Communications Sdn Bhd
Comma Digital Sdn Bhd/ Milk PR Sdn Bhd/ Scoop Mediacom
Carlsberg Marketing Sdn Bhd
“Dumex” Kekal Kenyang Kekal Riang with Dugro
Lowe and Partners Sdn Bhd
Zenith Approach Sdn Bhd
DANONE DUMEX (M) SDN. BHD.
DiGi Challenge for Change
Empower Plus Sdn Bhd
Ogilvy Public Relations/ Uberfusion Sdn Bhd/ Naga DDB
DiGi Telecommunications Sdn Bhd
TM "Team Malaysia Road to London Olympics 2012"
Astana International Sdn Bhd
UM Media/ Fantasy Factory Production Sdn Bhd
Telekom Malaysia Berhad
“STAR” Do What You Love
RAPP PLUS Sdn Bhd
IF Interactive Sdn Bhd/ Vizeum Media Services
Star Publications (Malaysia) Bhd
Maybank Treats Fair
Intigus Sdn Bhd
Malayan Banking Berhad
“Nando’s ‘Democracy Platter’"
Creative Juice Kuala Lumpur Sdn Bhd
Nando’s Chickenland (Malaysia) Sdn Bhd
“Kancil Awards Stop Dreaming"
TBWA\ Kuala Lumpur
Fuse Music & Sound Design/ Barry Gladmore Productions/ PixelPost Sdn Bhd/ Signcom Advertising Services
Association of Accredited Advertising Agents Malaysia (4As)
“Code 10″ 10 Makes The Man
Torpedo Ideas (M) Sdn Bhd
Mojo Films Sdn Bhd/ AddAudio Ex Sdn Bhd
Marico Malaysia Sdn Bhd
PREVENAR13 “Ball of Life’
Alpha245 Communications Sdn Bhd
essence Burson-Marsteller/ Bravo Events and Entertainment Sdn Bhd
Pfizer (Malaysia) Sdn Bhd
“DiGi” Being the Voice of the Youth
TBWA\ Kuala Lumpur
Starcom Malaysia
DIGI.COM Berhad
“Maxis” Progress in Postpaid
McCann Erickson Sdn Bhd
Mindshare
Maxis Berhad
“MAS” Open the Door to Different Experiences
Ogilvy Malaysia
IPG MEDIABRANDS/ Untold Images Sdn Bhd
Malaysia Airlines System
“Anmum” Planning Ahead
Tribal Worldwide Malaysia
MediaComm Malaysia
Fonterra Brands Malaysia
Slurpee Bring Your Own Cup Day
H Media Malaysia Sdn Bhd
7-Eleven Malaysia Sdn Bhd/ FP Avante Sdn Bhd
Permanis Sandilands Sdn. Bhd.
“Maybank” Click. Pay. Confirm
Leo Burnett
Zenith Consulting
Maybank
