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

Honda Certified Pre-Owned Vehicles: Pre-Owned Pre-Roll

Winner in Video Pre-Roll

Entered in Auto, YouTube

About this entry

We were tasked with developing pre-roll branding for the Honda Certified Program's benefits. Our biggest hurdle was that Honda Certified's program isn't meaningfully different from its competition. We were targeting certified pre-owned shoppers who skew younger, lower income and more diverse than our average Honda shopper. We needed to show our target audience what made our program different from other programs. The answer is Honda. We're one of the most trusted automakers in America and Honda Certified works hard to build on that trust by providing unmatched transparency into the certified pre-owned buying experience.

Why does this entry deserve to win?

We bought pre-owned pre-roll to sell Honda Certified Pre-Owned Vehicles. Instead of spending lots of money making brand new ads, we stretched our dollar by buying used. We went to brands that aligned with our various demographics and then made the unusual request to buy their old ads. Big brands, like Del Taco, POM Wonderful, Smileactives, Magic Tracks and Timbuk2 quickly jumped on our pre-owned bandwagon at the chance to give their used videos new life. We added our own graphics, music and voiceover so fans knew Honda had taken over. By mirroring the process of buying Certified Pre-Owned, we cut through the mundane pre-roll clutter to entertain our YouTube audience who was hovering above the "Skip Now" button to watch cat videos and Vine compilations (RIP Vine). In doing so, we built awareness for Honda Certified Pre-Owned Vehicles to a broad audience, from thousands of starving Del Taco fans to late-night QVC subscribers looking for a brighter Smileactives smile.

Results

Pre-Owned Pre-Roll saw 687,969 video views with 147,119 completed views totaling a 21.4% completion rate during the last reporting period. HCPV TrueView click-through rate has stayed consistent at 0.54%, improving the previous CTR of .12%.

Media

Video for Honda Certified Pre-Owned Vehicles: Pre-Owned Pre-Roll

Produced by

RPA, American Honda Motor Co., Inc.

Links

Entry Credits