Kuala Lumpur - Saatchi
& Saatchi Arachnid’s Facebook campaign ‘Tiny Trolls’ for Reckitt Benckiser company's
Durex Malaysia has won Silver at the Malaysia Effie Awards.
‘Tiny Trolls’ is a Facebook application that
promotes safe sex by humorously showing the consequences of unwanted
pregnancies. The Facebook app and Facebook-Connected mobile app enables users
to combine their photos with that of others to create images of frightful
offspring. The app made more than 29 million campaign impressions and resulted
in an almost 200% increase in Facebook fans; 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.
“We found that that using humour and harnessing
the sharing nature of social networks was the best way to get the message out
there. Photo based apps are something that people really engage with,” says
David Soo, General Manager at Saatchi & Saatchi Arachnid.
The Malaysia Effie Awards is organised 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.