Re-Set: Re-calibrate: Re-Start:

We’ve all witnessed the devastating effect of Covid-19 in the way we live, the way we socialise, and the way we work.

In our industry, brand owners and their Agencies have faced unprecedented challenges in caring for their staff and their businesses.

The Dragons of Asia and the Dragons of Malaysia needed to adapt to these unpredictable times and as with other major global Award Programmes, we called off our 2020 Programmes.




Our marketing industry is resilient, and over the past few months we’ve received news from colleagues all over Asia that things are starting to return to what’s being called, a ‘Re-set’.

The 21st Dragons of Asia and the 9th Dragons of Malaysia are back to showcase to the world, the very best achievements by the people in our industry, across the diverse Asian region.


The Call for Entries is on!!


“Dragons of Asia are positioned alongside prestigious global effectiveness awards, such as the Cannes Lions, the IPA Effectiveness Awards, the MAA Worldwide GLOBES, and the Effies”
- WARC London.


THE 2019 RED DRAGON WINNERS
2019 Best Campaign in Asia Red Dragon, Best Campaign in Hong Kong Blue Dragon & a Gold Category Dragon
2019 Agency of the Year. Geometry Malaysia
A DECADE OF DRAGONS

Co-inciding with the 2021 Dragons, we’re showcasing the
10 Best Campaigns in Asia over the last decade



WHO CAN ENTER.

Agencies and Companies working with these Marketing Communication disciplines: Advertising, Promotion, Media, Activation, Mobile, Experiential, Integration, Social Media, Word of Mouth, Interactive, Digital, DM, Public Relations, Shopper Marketing, Entertainment, Events, Experiential, Field Services, Media, in all Countries throughout Asia Pacific.

CAMPAIGN DATES.

Entries submitted must have been operational between 31 January 2019 and 31 January 2021. Entries can be entered in more than one Category but the content must to be tailored to meet the entry criteria for each Category.

LODGEMENT.

Entries must be fully lodged and paid for, by close of business on 15 May 2021. Payment may be made via PayPal (Amex, Visa or Mastercard) on the entry page. By requesting an Invoice from the Secretariat, payment may also be made via Bank Transfer or Amex, Visa or Mastercard.

WRITTEN ENTRY.

To ensure all Entrants are on the same ‘level playing field’, and to assist Judges, the number of pages required for the written section (Campaign Summary) of each entry, must not exceed 4 A4 pages. There’s no change to the specs of the Support Material and footage. See Entry site for full details.

WINNERS.

Winners will be announced by eMail, on the Dragons of Asia web site and at the Award Ceremony, planned for October in Kuala Lumpur. Actual date to be advised.

ENTRY FEE.

AUD$200 per entry.

HOW ENTRIES WILL BE JUDGED DRAGONS OF MALAYSIA AWARDS.

Each Malaysian entry will be judged 4 times, by 4 different Judges in the International Judging Panel. The 3 highest scoring entries in each entry Category, will each win a Gold, Silver or Bronze Dragons of Malaysia Trophy.

The highest scoring Malaysian entry, across all entries, will win the Best in Country Blue Asia Dragon.

Black Dragons of Malaysia Certificates will be awarded to those Entries whose final scores settle just below the Bronze recognition level, but are deemed worthy of acknowledgement.

DRAGONS OF ASIA AWARDS.

All entries, including all Dragons of Malaysia entries, will be judged 4 times, by 4 different Judges in the International Judging Panel.

The 3 highest scoring entries in each of the 17 Categories. will win Gold Silver or Bronze ‘Dragons of Asia’ Trophies. The highest scoring entry in each Country will win the Best in Country Blue Dragon. There must be a minimum of 6 Campaigns from a Country for this Award to be awarded.

The Campaign, which reflects the best work carried out in Asia, in the entry period will be awarded the Best in Asia Red Dragon.

Red Dragons will be awarded to the 2021 Agency of the Year and the 2021 Network of the Year, based on total Category points scored.

Black Dragon Certificates will be awarded to those Entries whose scores settle just below the Bronze recognition level, but are deemed worthy of acknowledgement.

Only Category Winning Campaigns earn Industry Ranking Points: Gold: 15, Silver 7, Bronze 5 and Black 1.





The Dragons of Asia have a Partnership with London based Warc, the world’s most effective advertising ideas, research & practice. (ref: warc.com). All Red, Blue, Gold, Silver & Bronze Winners from the Asian & Malaysian Programmes will be invited to have their Campaigns edited by Warc and published on their global platform.




After this year’s Dragons, all Gold, Silver & Bronze Winners from the Malaysian and Asian Programmes will be eligible to enter the 35th MAA Worldwide GLOBES Recognition Programme, and compete globally to be the very Best in the World.



1. BEST INTEGRATED MARKETING CAMPAIGN.

Awarded to a campaign which integrates a minimum of at least three of the following marketing disciplines such as: game of chance, game of skill, loyalty, digital, internet, CRM, experiential, event, public relations, product sampling, sponsorship, tie-ins, product licencing, mobile, social marketing, word of mouth, etc to effectively market a product or service.

2. BEST MARKETING DISCIPLINE CAMPAIGN.

Awarded to the campaign which best utilises any of the following Marketing Disciplines: Movies, Music, Sport, Kids, Seniors, Games, Lifestyle, Teens, Licencing or Content Marketing (Branded Content/Product Placement) and crowdsourcing, to market a product or service. Industry Bodies & Associations are welcomed to enter.

3. BEST DIGITAL CAMPAIGN.

Awarded to the campaign which features any digital marketing technique including: web centred activities, eMail marketing, app development & marketing, geo-location activities QR Codes, AR, AI, gaming, etc to market a product or service via any device linked to the internet.

4. Best innovative Idea or Concept.

Awarded to the campaign which features a unique marketing idea. An idea which ‘challenged the norm’, ‘took the risk’ or something just ‘out of the box’. Executions can encompass the whole marketing sphere: advertising, activation, social media, technology, digital, gaming & film production.

5. BEST BRAND BUILDING AND/OR AWARENESS CAMPAIGN.

Awarded to the campaign which best enhances a brand’s awareness, image or equity, to its target customer base.

6. BEST BUSINESS TO BUSINESS OR TRADE MARKETING CAMPAIGN.

Awarded to the campaign which best ultilises Trade Marketing disciplines to address any of the following Trade Marketing activities: sales force, trade or employee incentive or recognition programmes; Business to Business (B2B) campaigns (marketing a product or service to a brand’s business customers); Shopper Marketing activities; Key Account activities; Channel/Retailer-Specific activities, or any other sales generating or sales performance executions, in any industry sector.

7. BEST EVENT OR EXPERIENTIAL MARKETING CAMPAIGN.

Awarded to the campaign which best delivers a brand Experience to target audiences, via the execution of any of the following executions: static events, travelling roadshows, exhibitions, public displays, pop up stores, product demonstrations, in-store/dealer/reseller activities, shopping centre/mall activities, retail/cultural/religious activities or product sampling.

8. BEST BRAND LOYALTY CAMPAIGN.

Awarded to the campaign which most effectively generates consumer loyalty, or maximises customer relationships to market a product or service. If the Campaign is long term, results need to be included for the previous or current calendar year.

9. BEST MOBILE MARKETING CAMPAIGN.

Awarded to the campaign which best involves mobile phones, tablets and other mobile, web linked devices, as the delivery platform/s & app development in the marketing a product or service to target audiences in any industry sector.

10. BEST SOCIAL MEDIA OR WORD OF MOUTH CAMPAIGN.

Awarded to the campaign which demonstrates the best use of any Social Media delivery platform, such as: Facebook, Twitter, Instagram, Tumblr, Weibo, WeChat, Shazam, Snapchat, WhatsApp & Viral Campaigns etc, as well as the Word of Mouth discipline, as the primary mechanic in the marketing of a product or service, to target audiences.

11. BEST PRODUCT LAUNCH OR RE-LAUNCH CAMPAIGN.

Awarded to the campaign which effectively gains demonstrable brand trial, consumer acceptance, addressing in sales or other marketing objectives, for a product or service.

12. BEST BRAND TRIAL OR SALES GENERATION CAMPAIGN

Awarded to the campaign which effectively gains demonstrable brand trial, consumer acceptance, addressing in sales or other marketing objectives, for a product or service.

13. BEST USE OF PUBLIC RELATIONS.

Awarded to the campaign which utilises the Public Relations mechanic most effectively, in the marketing of a product or service. The Judges will look for the background for the Campaign, the reasoning behind strategies, executions, as well as results.

14. BEST CAUSE, CHARITY MARKETING OR PUBLIC SECTOR CAMPAIGN

Awarded to the campaign which uses marketing communications disciplines to best leverages a cause or charity, an educational theme, a sudden emergency, green or environmental activities, corporate responsibility themes or crowd sourcing, to raise funds or address other clearly defined marketing objectives. Beneficiaries can include: Charities, Not for Profit Organisations, Governments, Emergency Services, Educational Institutions, Trusts, etc.

15. BEST SMALL BUDGET CAMPAIGN.

Awarded to the campaign which effectively executes a campaign with a budget US$50,000 or under, in any industry sector. Entrants will need to include the size of their Budget in their entry.

16. BEST USE OF MEDIA.

Awarded to the Campaign which best leverages media to address the marketing communications objectives of a brand or service, Media can include: TV (Free to Air & Cable), Press, Magazines, Online Portals, Outdoor, Radio, Gaming, Internet & Film. Apart from Agencies and Client Companies, this Category is also open to Media Owners, Film Producers & Music Producers.

17. BEST ENTERTAINMENT CAMPAIGN.

Awarded to the campaign which effectively addresses Marketing Objectives within the Entertainment Sector, covering the following Industry sectors: Free to Air & Cable Television, VOD & Streaming Groups, Production Companies, Radio, Film Production Studios, Film Distributors, Music, Product Placement & Leveraging, Licenced & Content Marketing, Computer & Mobile Games.

CONTACT

DRAGONS OF ASIA SECRETARIAT:

Mike Da Silva
Director. Dragons of Asia. Sydney.
COO. Marketing Agencies Association Worldwide. London.
Director. MAA Worldwide GLOBES. London.
Phone: +61 2 9953 9633
eMail: mdasilva@mdsa.com.au