South Africans invited to join global creative storytelling contest, win trip to Cannes Lions

The contest is split into two stages - local heats followed by a global final - with regional heat winners in MEA receiving the MSAs MEA Trophy and a ticket to enter the global competition. The two winners of the 2012 Global Microsoft Advertising Story Award for 2012 will be awarded an exclusive VIP trip to the Cannes Lions Festival of Creativity 2012 taking place 17-23 June.

Deadline for entries is 31 March 2012.

Task

Marketers are asked to submit a hypothetical digital media plan and creative idea for the brand or non-profit of their choice that addresses a 'key business challenge' for that organisation's 2012 or 2013 calendar year.

Unlike other industry award competitions, this contest does not judge work that has already been executed. Instead, it challenges marketers across the globe to tell a brand's story using the company's technology and solutions - including MSN, Mobile, Windows Live, Xbox, Messenger etc - to solve real marketing challenges.

Successful entries will:

• Combine a strong creative idea with storytelling at its heart
  
• Innovative use of the brand's storytelling assets within the media plan
  
• Place a strong emphasis on measurability and the extent to which the brand or non-profit's target audience could be been reached and influenced.

Judges

The competition has selected judges known for their professional prowess and knowledge of storytelling around the world. David Sable, Global CEO at Y&R will chair the global judging panel. Other judges are being confirmed for the global panels.

The names of the local judging panel in MEA will be released later on this month. Local winners will be announced on or around 25 April 2012 before progressing to the global finals judged by a panel of advertising executives from around the world. Both global winners will be revealed on or around 1 June 2012.

Storytelling back into digital marketing

Melanie Botha, marketing and operations director at Microsoft South Africa says, "The fragmented nature of today's media landscape can cause brands to lose the clarity of what they are trying to communicate to their audience. This competition and the focus of the wider business is about helping brands to step back from the clutter and put storytelling firmly back at the heart of digital marketing. We look forward to making stars of the great minds behind it."

The competition website features a short video, starring Felicia Day, actress and creator of 'The Guild' web series, to help brands better understand the advertising opportunities available to them when creating their entries for the contest. For more, go to the Microsoft Advertising Story Awards website