Saatchi & Saatchi Arachnid Wins Silver at the Malaysia Effie Awards

'Tiny Trolls' Facebook app for Durex Malaysia wins one of only 18 Effies awarded this year.

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.

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