How to enter
To be eligible, campaigns must have been implemented locally,
regionally or globally and between 1 January 2013 and 31 December
2013. Entry deadline: 3 January
1st stage: judging the written
entries only - judges review and score the written entries. The
highest scoring will be entered into the Shortlist. Each written
entry is based on 4 sections: Insight, Strategy, Execution and
2nd stage: judging the entry videos
- you will be asked to submit a video for your entry
ONLY if you are Shortlisted. The final jury review
and score these, with the highest scoring selected as the
Steps for entering
- Review the
- Read the entry template and guidelines. This will help
you prepare you submissions before you enter them online
- Go to the entry Site
- Register for a password and log in
- Fill in the online form and follow the steps
- Pay for your entries
Tips for entering
Part of the skill of writing your entries is how you put
yourself, your agency and your media campaign forward. Here are
some tips for making sure your entry will engage the judges and
stand out from the rest.
1) Less is more, but tell a story
Keep in mind that the judges may have to read through many entries
by the time they get to yours. Keep your language basic and avoid
using jargon. Long words are not necessary to show you are clever!
Present your information to the judges as though you are telling
them a story. The beginning should set out your insight and
objectives clearly. The middle should explain the strategy,
followed by its execution and the end should reveal the results.
Bring the campaign to life through descriptive language, good
scenario setting, real people and quotes.
2) Create a good first impression and be
First impressions count, so make an instant impact by using
short and concise sentences. Leave out any unnecessary details
which will only overshadow your "big idea". Think about what makes
your campaign, team or agency unique and focus your entry on
supporting this one main "big idea". One compelling idea is much
better than including in as many points as possible, which dilutes
the effect and makes the entry confusing to read.
3) Entertain the judges
Think about how you can engage your (probably tired) audience. Add
some personality to your write up and make sure your images stand
out and are relevant. Most of the judges will not be first-timers
and so will have seen and read most things before, so make it
memorable. If you just submit a standard summary of your campaign,
you're not going to win. Remember, you are never going to win over
every judge so the most important thing is to be passionate about
what you are saying.
4) Check, check and check again!
Be ruthless when redrafting. Once you've written your rough draft
of the entry, read it over several times and cut out unnecessary
information. This will make it much clearer. Always check
thoroughly for the basics: typos, grammatical mistakes and spelling
(especially of the client's name). It's also a good idea to get
someone who hasn't been directly involved to cast their fresh eyes
over it to double-check clarity. Also, the best entries are put
together by a team of people.
5) Don't over claim
It's a set of serious heavyweight judges with lots of experience.
They will see straight through exaggeration and unsubstantiated
claims can undermine the judges' confidence in the whole
submission. If the client won't let you disclose numbers, say that.
The success of your entry will then depend on how well you can sell
your work using other measures of success.
Tips for writing Insight, Strategy, Execution and
The beginning should set out your insight clearly. Ensure your
insight is a 'true' insight - arising from a good piece of research
or from being close to your market, that, for example, recognises
an aspect of or trend in consumer behaviour that creates
opportunities for your brands. An example of a "bad" insight: 'We
want to target children' An example of a "good" insight: 'We
recognised that children aged between 8 and 12, not yet able to
join Facebook and other groups, but many already be in possession
of a mobile phone are…….' - HOW did you realise? What evidence did
you find? Why is this important to the brand? How did this lead to
the "big idea" behind your campaign.
Explain how the "big idea" was developed and translated into
campaign strategy in response to this insight - eg: how the brand /
campaign was positioned in its market, how objectives and KPIs were
set, why certain media channels were targeted, any information re
the thinking behind launch / trial / full roll-out of the campaign;
any planning re specific geographic targeting etc.
A strategy can look great on paper, but it is all about the
effective delivery, e.g. which media channels were chosen and how
were relationships with media channels leveraged to ensure
effective implementation of the strategy; how were any content
development plans activated etc.
It can be useful if you can put your results into context - how do
your results compare to the industry average, or the national
population/demographic? How do they compare to the campaign target?
Results are an important part of your entry and need to support
your initial challenge, insight and demonstrate that your
objectives were reached.
Check out the