Leo Burnett/Arc Worldwide Malaysia’s Wind Chimes in a Bakery campaign wins big at the Promotional Marketing Awards Asia Dragons

October 15 2014, 9:46 am | BY Lynchy | No Comments

L to R Magdalene Lee Director of PR and Eric Cruz Executive Creative Director recieving the award for Samsung Wind Chimes in a Bakery at PMAA Dragons of Asia 2014.jpgLeo Burnett/Arc Worldwide Malaysia brought Malaysia’s name in creativity to new heights when they celebrated their win at the 15th PMAA (Promotional Marketing Awards Asia) Dragons of Asia 2014, with a regional Gold trophy in the “Best Innovative Idea/Concept” category for their poignant work “Wind Chimes in a Bakery” for Samsung Electronics Malaysia.

The event, held for the 3rd time in Malaysia was commemorated at the Sime Darby Convention Centre recently with contenders from the Asian region including Greater China, India, Japan, Singapore, Thailand, Malaysia, Pakistan, Indonesia, Vietnam and Cambodia.

“Wind Chimes in a Bakery” also swept the local Dragons of Malaysia awards at the joint ceremony (PMAA Dragons of Asia and Dragons of Malaysia 2014), winning the prestigious Blue Dragon for “Best Campaign in Malaysia”, after winning Golds in the Malaysian categories for “Best Innovative Idea/ Concept”, as well as “Best Social Media/ Word of Mouth Campaign”.

Wind Chimes.jpgTan Kien Eng, CEO of Leo Burnett/Arc Worldwide Malaysia stated, “It is a privilege to be able to show the world that Malaysia is capable of producing such impactful creative work and we are honoured to be recognized among such talented competition. It reinforces our belief that our “HumanKind” philosophy, where creating meaningful work based on a keen understanding of human behavior, has the power to affect change in people and communities. For these wins, we would like to thank our valued clients for their gracious support and for the opportunity to create our best work.”

Leveraging on the Samsung Galaxy S4 ‘life companion’ positioning, the Leo Burnett/Arc worldwide capitalized on the huge popularity of Korean dramas and trends with Malaysian audiences and enlisted an award-winning Korean director to work on a Korean-inspired drama set in Malaysia, starring an all Malaysian cast.

“Wind Chimes in a Bakery” is a touching love story told over eight episodes on webfilm, which generated over 4.5 million views, 13 million watched minutes, a massive 97% viewer approval, over 200% increase in subscribers, and a significant increase in sales of the Samsung Galaxy S4.

The work so moved Malaysians that it not only generated conversations both online and in traditional media, but inspired soundtrack covers from fans as well. To placate demanding fans calling to make the series into a movie, a 60 minute theatrical release was launched as the grand finale, complete with a red carpet premiere where fans met the stars and sampled the famous red bean buns featured in the series.

At PMAA’s regional level, Leo Burnett/Arc Worldwide also obtained Orders of Excellence for “Best Social Media/Word of Mouth Campaign” for Samsung’s Wind Chimes in a Bakery, as well as “Best Use of Public Relations” and “Best Integrated Marketing Campaign” for Dutch Lady Malaysia’s Susu Sahur Campaign.

Leo Burnett/Arc Worldwide’s Susu Sahur Campaign for Dutch Lady Malaysia also won a Bronze for “Best Use of Public Relations” at local level and Orders of Excellence were obtained for Susu Sahur and “Best Cause, Charity Marketing or Public Sector Campaign” for their “Yasmin How You Know?” book, highlighting quips and anecdotes of the late Burnetter and Malaysia’s beloved film director, Yasmin Ahmad.