Microsoft Advertising launches global storytelling contest

Entrants have been asked to submit a hypothetical digital media plan and creative idea that addresses a ‘key business challenge’ for the target organisation’s 2012 or 2013 calendar year. They are asked to tell the brand's story using Microsoft Advertising technology and solutions – including MSN, Mobile, Windows Live, Xbox, and Messenger.

Microsoft Advertising created a Microsoft Advertising Story Awards website and a short video starring Felicia Day, actress and creator of ‘The Guild’ web series, to help brands and creatives better understand the advertising opportunities available to them.

The contest is split into two stages  – with three local Asia-based competitions in Japan, India and a combined Hong Kong and Southeast Asia, followed by a global final.

Two global winners will be crowned will win an exclusive VIP trip to the Cannes Lions Festival of Creativity 2012 from 17 to 23 June, in France.

David Sable, Global chief executive of Y&R will chair the global judging panel. The judging panel for the Hong and Southeast Asia heat includes Jason Kuperman, vice president, Omnicom Digital, Asia-Pacific, the Middle East and Africa; Gareth Mulryan, head of digital, Asia-Pacific, ZenithOptimedia; Calvin Soh, former vice chairman and chief creative officer, Publicis Asia; and KK Tsang, chief executive officer of GroupM Hong Kong.

“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," Jason Scott, general manager for Asia, Microsoft Advertising commented. "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.”