Microsoft today announced the launch of a creative storytelling contest - The Microsoft Advertising Story Awards (MSAs) - which invites marketers from 30 countries across the world, including Middle East and Africa*, to submit a campaign idea for a brand or non-profit of their choice, using Microsoft Advertising's storytelling platforms.
The contest is split into two stages - local heats followed by a global final - with regional heat winners in Middle East and Africa receiving the MSAs MEA Trophy and a ticket to enter the global competition. Two global winners will then be crowned with winning the Global Microsoft Advertising Story Award for 2012, and awarded an exclusive VIP trip as Microsoft Advertising's guests to the Cannes Lions Festival of Creativity 2012, taking place from 17 to 23 June 2012.
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 doesn't judge work that's already been executed. Instead, it challenges marketers across the globe to tell a brand's story using Microsoft Advertising technology and solutions - including MSN, Mobile, Windows Live, Xbox, Messenger, etc, - to solve real marketing challenges.
The local panel in MEA comprises some of the industry's leading lights and 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 an illustrious panel of advertising executives from around the world. Both global winners will be revealed on or around 1 June 2012.
We have selected judges who are 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 and local panels and will be announced once confirmed.
Successful entries will:
* Combine a strong creative idea with storytelling at its heart.
* Include innovative use of Microsoft Advertising'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.
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 Microsoft Advertising 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.”
Microsoft Advertising created 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 information on how to enter the competition, check out the Microsoft Advertising Story Awards Web site.
* Countries participating: Turkey, Israel, South Africa, UAE, Saudi and all GCC countries, Pakistan, Egypt, Lebanon, Morocco, Tunisia, Jordan.
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