The (unofficial) Saab ad competition was an outstanding success, with more than 450 entries received.
Again, I must pass on thanks to our sponsors, who have supported this effort so generously and in doing so, have made this competition that little bit more interesting. Thanks to New Salem Saab, International Saab, ATS, transport services, SoonSaab, State of Nine, Maptun, Elkparts, Saab USA Parts, The Fudge A’fare and a couple of private donors.
We now have three judges in place and they’re currently going through the ads and shortlisting their favourites. Two of the judges are from the United States and one is from England. I can tell you that all three have had years of experience in the fields of advertising and marketing, particularly with Saab cars and we’re fortunate to have them on board.
I am not a judge, but I’ll cast a tie-breaker vote if needed (unlikely).
I’ve asked the judges to send me a list of 15-20 of their favourite ads. Of course, their preferences are not likely to be exactly the same, but hopefully there should be a reasonable number of common selections, enough to make up a group of finalists.
The final vote will belong to you, the readers of Saabs United, via a poll.
I sent these guidelines to the judges over the weekend:
1. What I’d like for you to be able to do is pick out your favourite 15-20 ads. If we’re all thinking along similar lines, then hopefully there should be enough ads in common between your three lists for me construct a final group of 10 or so for people to cast their vote on.
2. What are the judging criteria?
I initially asked people to do the following:
Design and construct a graphic and text suitable for a Saab magazine-style advertisment. Your ad needs to be ready to run – image and print all together in the one jpg file.
So that’s what should be at the top of your mind. A magazine style ad, either single page or double spread (depending on the shape of the ad submitted). If you were flicking through a magazine, would you stop at the ad? Would you read it? Would it make an impression on you, maybe enough of an impression to take an action?
3. Whilst impressive text is impressive, I would hate to rule out someone for whom English is not their native language if their concept is impressive but the expression shows they’re not a native English speaker. If someone’s got a great, original idea but the text could improve, then I think the idea should take precedence.
4. Where an ad is obviously reliant on other ads as part of a series, I think we should count the series as a whole. This, however, should not be confused with a series of ads along a similar theme, but which are standalone, complete ads in themselves. There are not many submitted that need to be judged as a series.