Once upon a time the international Promotion Marketing Awards and its Dragons of Asia were overlooked by many. Some creative did not feel this award was of any consequence as it dealt with direct mailings, down-to-earth promotions, outdoor displays and events. However, the advertising world, as we all know is rapidly changing. This poor cousin is now attracting major attention and considerable budgets.

The competition to win a Dragon award from PMA is now tougher especially as results and effectiveness of the promotional campaign are part of the judging process.

The Singapore and Malaysia entries have just been judged. iris Singapore came out top in that market winning its first Dragon for the Best Promotion Marketing Campaign in Asia alongside a Gold and Silver in other categories. The clinching campaign for the top spot was the work iris did for Heineken last Christmas using social media to light up a tree with messages.

Below is the list of winners. The top entries from each country in Asia will go on to compete in the 2012 Globes and the worldwide winners of this will be announced in Chicago in late October.

The 2012 Dragons of Asia

The Dragon for the Best Campaign in Asia

Agency iris Worldwide Singapore

Campaign Heineken Social Christmas Tree

Client Asia Pacific Breweries (Singapore) Heineken


The Dragons for the Best Campaigns in their Country

Dragon Best in China

Agency Wunderman Shanghai China

Campaign The Evoque Effect

Client Land Rover China


Dragon Best in India

Agency Hungama Digital Media Entertainment India

Campaign Cricket Stock Xchange

Client Maruti Suzuki


Dragon Best in Indonesia

Agency Ogilvy & Mather Jakarta Indonesia

Campaign Every Child Has The Right to Nutrition

Client Nestle Indonesia


Dragon Best in Japan

Agency isobar Japan

Campaign Chivas18 ‘Aroma of Tokyo’ Campaign

Client Pernot Ricard Japan


Dragon Best in Malaysia

Agency TBWATequila Kuala Lumpur Malaysia

Campaign The OSK Investment Challenge 2011

Client  OSK Investment Bank Malaysia


Dragon Best in Singapore

Agency iris Worldwide Singapore

Campaign Heineken Social Christmas Tree

Client  Asia Pacific Breweries (Singapore) Heineken


Dragon Best in Taiwan

Agency Ogilvy & Mather Advertising Taiwan

Campaign Dream Ranger. How a small bank turns fame into revenue growth

Client Ta Chong Bank


The Dragons for the Best Campaigns by Category

1. Best Integrated Communications Campaign

Dragon Gold

Agency Pulp Strategy Communications India

Campaign I Love You Guys

Client Microsoft Corporation India


Dragon Silver

Agency Bates Vietnam

Campaign Creating an exclusive ‘Pact’ for Johnnie Walker while growing its popularity

Client Diageo Vietnam. Johnnie Walker Brand


Dragon Bronze

Agency OgilvyAction Hong Kong

Campaign  Intel’s Win an Island

Client Intel Semiconductor (USA)


2. Best Sponsorship or Tie-In Campaign

Dragon Gold

Agency iris Worldwide Singapore

Campaign Step Inside The Circuit

Client Diageo. Johnnie Walker


Dragon Silver

Agency Intigus Malaysia

Campaign Maybankard Manchester United Card

Client Malayan Banking Berhad (Maybank)


Dragon Bronze

Agency DDB Mudramax India

Campaign LG Mobile Army

Client LG Mobile Phones


3. Best Digital Promotion Marketing Campaign

Dragon Gold

Agency isobar Japan

Campaign Chivas18 ‘Aroma of Tokyo’ Campaign

Client Pernod Ricard Japan


Dragon Silver

Agency Pulp Strategy Communications India

Campaign I Love You Guys

Client Microsoft Corporation India


Dragon Bronze

Agency TBWATequila Kuala Lumpur Malaysia

Campaign The OSK Investment Challenge 2011

Client OSK Investment Bank Malaysia


4. Best Innovative Idea or Concept

Dragon Gold

Agency Hungama Digital Media Entertainment India

Campaign Cricket Stock Xchange

Client Maruti Suzuki


Dragon Silver

Agency DDB Mudramax India

Campaign TOPS Security Unguarded

Client TOPS Security Services


Dragon Bronze

Agency G2 Kuala Lumpur Malaysia

Campaign Chinese New Year ‘Reunion’

Client Proctor & Gamble


5. Best Brand-Building Campaign

Dragon Gold

Agency Solutions Integrated Marketing Services India

Campaign Hip Apps

Client Samsung India Electronics


Dragon Silver

Agency iris Worldwide Singapore

Campaign Heineken Social Christmas Tree

Client Asia Pacific Breweries (Singapore) Heineken


Dragon Bronze

Agency Encompass India

Campaign Gillette Salutes the Solider in You

Client P&G Gillette


6. Best B2B Campaign

Dragon Gold

Agency Phase 1 Events & Entertainment India

Campaign Titan BAM 2011

Client Titan Industries


Dragon Silver

Agency Evolve Brands India

Campaign Kirloskar Family Bonanza

Client Kirloskar Brothers


Dragon Bronze

Agency Ogilvy Action Beijing China

Campaign Trackpal League

Client Caterpillar


Dragon Bronze

Agency McCann Erickson Malaysia

Campaign Everything for Effectiveness

Client Malaysia Effies Awards


7. Best Trade Campaign Covering Retail, Key Account or Channel-Specific

Dragon Gold

Agency G2 Kuala Lumpur Malaysia

Campaign The Gift of Learning

Client Proctor & Gamble


Dragon Silver

Agency iris China

Campaign Glenmorangie Digital Consumer Engagement

Client Moet Hennessy Diageo China


Dragon Bronze

Agency iris Worldwide Singapore

Campaign What will you reveal?

Client Asia Pacific Breweries (Singapore) Heineken


8. Best Event or Experiential Marketing Campaign

Dragon Gold

Agency iris Worldwide Singapore

Campaign Heineken Social Christmas Tree

Client Asia Pacific Breweries (Singapore) Heineken


Dragon Silver

Agency Ogilvy & Mather Jakarta Indonesia

Campaign Every Child Has The Right To Nutrition

Client Nestle Indonesia


Dragon Bronze

Agency DraftFCB Ulka India

Campaign Bausch + Lomb iConnect Model Hunt

Client Bausch + Lomb India


9. Best Consumer Activity Generating Short or Long Term Brand Loyalty

Dragon Gold

Agency DDB Mudramax India

Campaign LG Mobile Army

Client LG Mobile Phones


Dragon Silver

Agency  G2 Kuala Lumpur Malaysia

Campaign Magnum. Enjoy the Royal Treatment

Client Unilever Malaysia


Dragon Bronze

Agency Pulp Strategy Communications India

Campaign Learn with Yahoo. New to Net Campaign

Client Yahoo! India


10. Best Use of the Internet in a Promotion Marketing Campaign

Dragon Gold

Agency TBWATequila Kuala Lumpur Malaysia

Campaign The OSK Investment Challenge 2011

Client OSK Investment Bank Malaysia


Dragon Silver

Agency Hungama Digital Media Entertainment India

Campaign Cricket Stock Xchange

Client Maruti Suzuki


Dragon Bronze

Agency Bates Sercon India

Campaign Castrol PowerPlay

Client BP Singapore


11. Best Use of Social Marketing in a Promotion Marketing Campaign

Dragon Gold

Agency DDB Guoan Group Beijing China

Campaign The New Touareg Launch. ‘A journey in comfort’

Client Volkswagen Group Import Company (China)


Dragon Silver

Agency Hungama Digital Media Entertainment India

Campaign 7 Up Lemon Pattalum

Client 7 Up


Dragon Bronze

Agency The Campaign Palace Jakarta Indonesia

Campaign MINI Countryman ‘Getaway’ Indonesia Launch

Client MINI Indonesia


12. Best Product Launch or Re-Launch

Dragon Gold

Agency JWT Mumbai India

Campaign Small change, big compliments

Client Kellogg India


Dragon Silver

Agency Ogilvy & Mather Advertising Taiwan

Campaign Alkaline your health back

Client Vedan


Dragon Bronze

Agency DDB Guoan Group Beijing China

Campaign The New Touareg Launch. ‘A journey in comfort’

Client Volkswagen Group Import Company (China)


Dragon Bronze

Agency Ogilvy Action Japan

Campaign KOOL NANO ‘Shigeki in Action’

Client British American Tobacco Japan


13. Best Brand Awareness & Trial Campaign

Dragon Gold

Agency Wunderman Shanghai China

Campaign The Evoque Effect

Client Land Rover China


Dragon Silver

Agency G2 Kuala Lumpur

Campaign Magnum. Enjoy the Royal Treatment

Client Unilever Malaysia


Dragon Bronze

Agency riverorchid Cambodia

Campaign Unilever fun Fair 2011: Breeze Laundry Powder

Client Unilever Cambodia


14. Best Activity Generating Brand Volume

Dragon Gold

Agency Ogilvy & Mather Advertising Taiwan

Campaign Dream Ranger. How a small bank turns fame into revenue growth

Client Ta Chong Bank


Dragon Silver

Agency Ogilvy & Mather Vietnam

Campaign Enjoy Life Without Consequences

Client Than Hiep Phat Beverage Group


Dragon Bronze

Agency The Grupo Sorbetero Company Philippines

Campaign Nissin Cup Noodles Vendo Cup Roboto

Client Universal Robina Corporation


15. Best Cause, Charity or Corporate Responsibility Marketing Campaign

Dragon Gold

Agency Jagran Solutions India

Campaign Dabur Odomos Mosquito Free Movement

Client Dabur India


Dragon Silver

Agency JWT Mumbai India

Campaign Coffin

Client Birla Sun Life Insurance


Dragon Bronze

Agency DDB Mudramax India

Campaign Rush of Blood

Client Uninor


Dragon Bronze

Agency Celsius Indonesia

Campaign AQUA ‘It’s In Me’

Client Danone Indonesia


16. Best Small Budget Campaign

Dragon Gold

Agency iris China

Campaign Glenmorangie Digital Consumer Engagement

Client Moet Hennessy Diageo China


Dragon Silver

Agency amc asia! Singapore

Campaign Tiger Beer Brand Activation

Client Tiger Beer


Dragon Bronze

Agency OgilvyOne Worldwide India

Campaign Help Children Grow

Client UNICEF India