It is that time of the year again. Awards season is upon us, and it is heartening to see that this year’s awards are paying more attention to digital and mobile campaigns, including them in separate categories. The growing attention given to mobile and digital campaigns is a reflection of the industry’s awareness of the existence and importance of these non-traditional media channels.

The Association of Accredited Advertising Agents Singapore (4As) has just awarded this year’s Singapore Media Awards, which are apparently so prestigious that winners will be hated in the industry – or at least that’s what the SMA’s innovative advertising campaign was suggesting. Asia’s first ever Festival of Media is around the corner too, with its own set of awards, called the Festival of Media Asia Awards. Spikes Asia is also looming, celebrating its 25th year of the Spikes Asia Awards. It is also awards season here at the Mobile Marketing Association, where nominations are open now for the MMA Awards, given to the best mobile advertising and marketing campaigns from around the world.

Awards pit the year’s successful campaigns against one another, with a jury of industry peers, not using the standard industry measures of performance, but to discover new, creative and innovative solutions. They also offer all of us a single night where we can dress up and experience a little glitz and glamour – perhaps more if we win an award, but even without winning, the whole experience of awards night can be a lot of fun.

Here are three ways to improve your chances of winning an award this award season. No guarantees of winning, naturally, but these will definitely improve your chances.

Stick to the rules. This is fairly basic, and quite obvious, but is sometimes overlooked. Awards submissions have various criteria that need to be addressed, as well as perhaps specifying formatting or other guidelines that must be adhered to. Ensuring that your award submission addresses criteria and matches guidelines is a basic step that will prevent it from being disqualified on a technicality.

What’s the big idea? Focus is important, particularly with an award submission. While details of the implementation remain important, don’t get carried away explaining your campaign in too much detail. Ensure the small stuff is there, but make sure that the big idea, the wow factor, is up front and on display.

Be entertaining. Consider the number of entries that the judges have to wade through – can you do something to make your entry stand out a little bit? Make them laugh, do something a little different (while staying within the rules), do what you have to. This is a chance to be creative above and beyond the campaign you’re actually submitting. Entertaining the judges is one way to make sure that your entry stays in their minds, and may give you a little bit of an edge.

Hopefully these tips will help you to put together a successful awards submission. This awards season is a chance for each and every one of us to put our best foot forward, to showcase the work that we’re the most proud of doing during the year. It’s also a chance to learn from one another, to find out what creative practices others are engaging in – and of course, a chance to have a nice night out.

Rohit Dadwal
BY Rohit Dadwal ON 16 September 2011
Managing Director, Mobile Marketing Association Asia Pacific Limited