Planning to enter your organization’s or client’s work for an award? Consider these 5 tips while submitting your entry and boost your chances of winning laurels.
Pitch it like an ad: When you are competing with numerous entries for an award it is helpful to catch the jury’s attention easily. The entry – if a campaign, needs to highlight how it is sustainable, engaging, game changing and memorable. Remember that the judges are busy people and if they are evaluating entries for multiple categories the chances are that they have limited time on hand. Make it intuitive and simple for them to gain insights on why your campaign hits the right note. Use infographics and creative ways of showcasing your work. It doesn’t have to be a lengthy appeal.
Balance the heart and head: A campaign that doesn’t appeal to both these elements will rarely get the attention of the jury or for that matter the audiences they are intended to target. Share how the campaign evoked the audience’s participation and made a powerful statement which transcended the initial brief. Include hard data points and the softer touch which made the campaign come alive.
Simplicity and consistency: Nothing can beat the simplicity of a campaign – how it was easy for the audience to contribute, how it involved them and helped make it their own. Also what made the campaign look and feel the same across any platform or device or geography that it was executed in. Furthermore, if the campaign can be run by a third party without the involvement of the creator you have a winning entry.
Thought and focus: Did the campaign hinge on thorough research and draw deep insights from audiences before crafting the solution? If yes, you are on track to make a mark vis-à-vis your peers. Was the campaign linked with the business agenda? If yes, it has a greater chance of landing a metal. Lastly, was it outcome oriented? If yes, your campaign is worthy of recognition.
Strategy and execution: To make a lasting long term impact your campaign is expected to work seamlessly from strategy through execution. The jury may not be able to sense that from your content easily and therefore it is tougher selling this crucial part of the award entry. Demonstrate how your leadership’s involvement links strategy to execution. Highlight how your organization or client is living the campaign beyond just the award entry.
I had the honor of serving as a member of the 2015 #SABREAwards Jury for South Asia which concluded recently. Was inspired by the creativity and passion showcased in the entries.