PowerPoint Presentation

How to win a BIMA

EVENT

1

Username: RLGUEST Password: DrillH@ll999#BIMAawards

SpeakersMatt PilgrimBIMA Awards ChairBridget BealeManaging Director at BIMAZoe AbramsBritish Red CrossBIMA Awards 2015 JudgeJulie BowyerRufus Leonard 2015 Agency of the Year

3

Managing Director, BIMABridget Beale

Insights from behind the scenesHow to Win a BIMA Award

EligibilityBe digital or have a substantial and significant digital component.Be the work of a British agency, office or organisation and/or be for the British market.Have been launched, re-developed or shown substantial, measurable progress during the eligibility period which runs from 2 May 2015. * With one exception

The basicsInfo youll need to assemble:

Synopsis circa 150 wordsScreenshots 3 high res shots of the projectRelease date Access URL to remain live to Oct 2016

Judging criteriaYou need to score well on each of these to make it through the BIMA judging:

Strategy & InsightInnovationExecutionEffectiveness

Elements of a winning entryTake the judges on a journey:

Brief / business challenge Insight Solution

Optional extrasUp to you to include or not:

Collaboration creditsVideoBudgetCustomer journey stage*Premium Award submission

Pitfalls to avoidJudges can be cynical dont give them reason to mistrust you:

Be specific. For big projects by more than one stakeholder, direct the judges towards your specific part in it. Share the results. Judges love hard data and they love to see measurable business results.Proof copy & remove barriers. Check for typos and grammatical errors. Make sure links are live. Provide passwords / download codes if needed.

If your experiment needs a statistician, you need a better experiment.Ernest Rutherford

13

Better to be judged first or last?

LastJudged first [project name starts with # or other non-letter or A]: One-tenth of entries & no trophy winners in 201510% of entries and only 5% of winners across 2013-15Projects starting with T are most successful:25% of winners from 2013 to 2015, against 17% of entries

Winning words

15

Is release date a factor?

No

Less than 6 months of results data:52% of winners in 2015

Winning lengthAverage words in a BIMA Award-winning entry, 2013 to 2015:

443In 2015, average wordcount was 613.

Winning lengthWinning entries under 500 words, 2013 2015:

75%In 2015, this was 52%

To video or not to videoWinning entries with a case study video in 2015:

83%

Case study video durationAverage video length:

2:14 Shortest video was 1 minute. Longest was 4:18.

Executive Director of Communications & Engagement at British Red CrossBIMA Awards 2015 Judge Zoe Abrams

The bit in-between submitting and winningJudging

1. Treat your judges wellHow to keep a BIMA Awards judge happy?

2. Short is sweetHow to keep a BIMA Awards judge happy?

3. Meaningful measurement = MAGICHow to keep a BIMA Awards judge happy?

Judges love itProviding effectiveness data

4. Dot the i's and cross the t'sHow to keep a BIMA Awards judge happy?

5. Put your best work in the right categoryHow to keep a BIMA Awards judge happy?

HAVE FUN!Finally

PR and Marketing Manager at Rufus LeonardAgency of the Year 2015 Winner Julie Bowyer

Agency of the YearHow to win

A few things.

Dont listen to the naysayers! Tip 1

Question: What do all of these people have in common? Tip 2

Answer: Theyve all had a great twelve months!

34

Surprising but dont always copywrite! Tip 3

Good relationships are importantTip 4

Writing an award-winning submission

Round-up paragraph sell yourself! Wins sign of business growth/social proof! Ultimately what its all about.. WorkHiresTalent achievements/other BIMA accoladesPartnerships/new initiativesNew products and servicesNext 12 monthsRecent success - initiatives/events/workOther

Structure

Standard format end of year reports etc

38

Some specifics

The power of suggestionPrimingSocial ProofPushing digital agendaCuriosityScale

Make sure you do everythings thats asked of you specifics up front!

39

Some specifics

Industry firstsAuthorityTimely & relevant/social proofSocial proof

40

Any questions? Enter your best work at www.bimaawards.com