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10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

The Citi Double Cash Card #Literally Cinemagraphs

Finalist in Short Form Video

About this entry

The Citi Double Cash card launched a new campaign early in 2016 that set out to build upon the success of the card's product launch in 2014. We created a new, emotionally based value proposition for Double Cash – based not just on product features but also on brand ethos. Our big idea: A "give it to me straight" position that serves as an antidote to the cash back category. We would be the hero that could be 100% straightforward and honest because when we say double cash back, we really mean it.

Since the launch, the Double Cash card continued to build momentum around its humorous message, revealing refreshingly honest truths in everyday scenarios. Its relatable, disarming language really struck a real chord, creating a lift in awareness for the Double Cash proposition.

In social, we wanted to appeal to our leading-edge consumers by leveraging a social insight unique to our "Means What It Says" campaign.

Why does this entry deserve to win?

Through social listening we found the word "Literally" is literally one of the most used words on Twitter to the tune of 10.4 million uses in roughly a month. Ironically, it was not being used as it is defined but instead every few seconds someone is using the word to add emphasis. Think, "It's literally raining cats and dogs." Or "If that kid kicks the back of my seat one more time, I'll literally explode."

Since the "double" in the Citi Double Cash card literally means double cash back, we thought it would be fun to use our social and digital platforms to take all of these "literal" statement literally.

We tapped into these existing conversations around how people don't mean what they say when they use the word and focused on creating sharable content. In a multi-platform approach, we utilized new auto-looping video features to our advantage by introducing a new format to our audience, cinemagraphs. Each 1-2 second long video auto played and looped to help bring to life common phrases we say, but sometimes don't literally mean, like:

-Literally Can't Deal

-Literally Can't Even

-Literally Nothing to Wear

-Literally Waiting Forever

Through our copy, we highlighted how while you may not literally mean what you say with these phrases, the Citi Double Cash card does.

Results

Overall, the #Literally campaign performed successfully across all platforms. In order to ensure the overall success of the campaign, creative was quickly optimized. Resulting in an overall favourable response that surpassed goals and expectations in terms of both performance and sentiment.

Media

Video for The Citi Double Cash Card #Literally Cinemagraphs

Produced by

Publicis OneTeam, Citi

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.