Grey Group Malaysia tops EFFIES 2011

In second place was Ogilvy with one silver and two bronze, followed by Naga DDB, BBDO/Proximity, McCann Erickson and Mindshare.

Other winners on the night were Leo Burnett/Arc Worldwide, Wit Ink Creative, Lowe and Partners, Draftfcb, The Truly Loving Company, Arachnid and 9 Lives Communications.

Grey Group’s wins included a silver for The Alliance Bank ‘Mohd Khairuddin, Your Mum is Nagging You’ campaign. What started out as videos of Mohd Khairuddin’s mum telling her son to spend his money wisely was in fact a successful viral video campaign ideated by G2 Direct Interactive. Close to 120,000 people followed the campaign via YouTube after its launch and it also recorded significant unpaid media coverage in 130 blogs.

Also taking home a silver Malaysia EFFIE was GlaxoSmithKline’s Horlicks campaign that targeted Muslim mothers during the fasting month.

Identifying mothers’ concern for their first time fasting children, Horlicks and Grey Kuala Lumpur ideated the ‘Little Marsya’s First Fast’ campaign. Post-Ramadan period registered a tremendous increase in household penetration for the brand and sales targets were exceeded.

Last year, Grey Kuala Lumpur and GSK bagged a Gold Malaysia EFFIE for their Ribena Raya campaign.

Other silver EFFIEs went to Ogilvy for National Geographic, Naga DDB for Astro, and Wit Ink Creative for The Truly Loving Company’s BALD4GOOD.

Describing this as the most exciting award wins this year, Grey Group Malaysia CEO Nicky Lim added, “When our global tagline was launched last year, I immediately felt it fit us perfectly. The ‘Famously Effective’ anthem pays tribute to Grey Group’s extraordinary heritage in building some of the world’s most famous brands.