ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 11th Annual Shorty Awards

Annie & Kathleen: A Beetle Story

Winner in Auto

About this entry

In 2016, Volkswagen of America faced two challenges to its corporate image; preparing for its most iconic vehicle, the Beetle, to end production, and winning back the trust of American consumers. As part of the trust rebuilding process, Volkswagen media relations launched the Volkswagen Newsroom in May 2016, a branded journalism hub designed to spur earned media coverage and tell compelling stories directly to key audiences. During its weekly media monitoring sweep in December 2016, the VW Newsroom team came across a local San Diego TV report about a woman who'd driven the same 1967 Beetle for 50 years and more than 300,000 miles. Her name was Kathleen Brooks, and her Beetle was Annie.

There are millions of Beetle owners who keep their cars on the road, and many people have emotional attachments to their vehicle. But Kathleen Brooks stood out from the rest. A three-time cancer survivor who was still driving Annie to work at the age of 72, Kathleen was an ebullient, caring person, who had relied on Annie through good times and bad. Simply re-telling a story about Kathleen and Annie wasn't enough: Volkswagen needed to show, not tell, its appreciation for Kathleen's dedication over the years, in a way that built upon the story, not interfered with it – and along the way, remind Americans of Volkswagen's place in U.S. culture.

Why does this entry deserve to win?

With media relations and marketing communications working together, Volkswagen made an unprecedented offer to Kathleen: it would restore Annie to roadworthy condition at its factory in Puebla, Mexico, the North American home of the Beetle.

The goal: to deliver Kathleen a renewed and revived Annie, and capture the process along the way through a journalistic approach. The plan required coordination across departments and international borders, eventually encompassing dozens of people, all committed to telling the story with care.

How the process unfolded:

Summer 2017: Volkswagen and its partners plan the logistics for taking Annie to Mexico and supporting Kathleen with alternate transportation during the duration of the restoration. First and 42nd contacts Kathleen, who graciously accepts.

October 2017: For the first time in 50 years, Kathleen Brooks watches Annie leave home. Third Story Films captures it all.

December 2017: Annie arrives in Puebla, Mexico. A core team led by a plant worker who has restored '67 Beetles begins recruiting volunteers and assessing Annie's many mechanical needs. The entire process is captured on stills and video, with interviews along the way.

November 2018: After nearly 11 months of rebuilding and testing, the volunteer crew in Mexico deems Annie good to go. Volkswagen, Third Story and First & 42nd work on the reunion that would be authentic for earned and owned media.

December 2018: Kathleen and Annie are reunited, with the original San Diego TV reporter who first captured their story two years earlier in attendance. Three days later, VW shares the story with media, including more than 40 photos and nearly 8 minutes of B-roll shot by Third Story. The following week, the Volkswagen Newsroom posts its story with VW's own video across social channels, driving further coverage and social engagement.

Results

Earned media:

Earned media impact was the foremost goal of the Volkswagen PR team for this project. All of the materials were designed to help media tell the story on their terms – knowing that Volkswagen would be also able to leverage messaging in its owned content. After the release of the media materials, the story generated:

More than 100 online stories in media outlets such as Yahoo, Fox News, Road & Track and others.

More than 1.3 billion media impressions

127,000 social shares and interactions with media content of the story

1.4 million views of video content from the B-roll cuts for media

Owned media:

The main YouTube video was also posted to Volkswagen's Twitter and Facebook channels. Both were also bolstered with the main VW Newsroom story: Restoring Annie the Beetle for her owner of 50 years and counting

Altogether, VW's content generated 58,000 Facebook reactions (likes and comments)

27,000 social media shares

More than 1.6 million views of Volkswagen's video content on Facebook, YouTube and Twitter channels.

Compared with a typical time spent on a web story of 2-4 minutes, visitors spent 18 minutes with the Newsroom story.

While the project's tangible results were impressive, the intangible goodwill generated by Kathleen and Annie's story continues to grow, with thousands of positive comments across social media. Most importantly, Kathleen has many more years to enjoy Annie.

Media

Video for Annie & Kathleen: A Beetle Story

Produced by

Volkswagen of America, First & 42nd (A Daniel J. Edelman Company), Third Story Films

Links

Entry Credits