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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 11th Annual Shorty Awards

Science, Cars, Technology, and Influencers

Entered in Auto

About this entry

The campaign goal was to connect Influencers with Toyota Motor North America – The Mirai, A Hydrogen Electric Fuel Cell Vehicle, with the primary goal of launching brand visibility and awareness of the vehicle. An additional campaign objective was to educate audiences about the hydrogen fuel cell electric technology that powers the vehicle, motivating curious risk takers to increase brand interest and consideration (brand lift).

The marketing strategy to drive these objectives home involved working alongside credible Influencers to create awareness, interest, and educate audiences in the process. These Influencers also managed to highlight Toyota's corporate social responsibility by attending related events and sponsorships. In doing so, Influencers created an impact by generating awareness, improving brand recognition, and sharing an educational experience with event attendees and their followers online.

The campaign ultimately was a blend of science, cars, technology, and Influencers.

Why does this entry deserve to win?

To maximize the brand footprint, Captiv8 found 3 unique Influencers who had major industry-specific street cred. These Influencers came from the industries of science, technology, and environmental sustainability.

As they attended events, they promoted not only the Toyota Motor North America – The Mirai, A Hydrogen Electric Fuel Cell Vehicle and its revolutionary fuel cell technology, but also Toyota's genuine commitment to STEM education and sustainable energy.

What made this auto campaign just a little different than the rest, is the element of education and environmentalism. Not only did Toyota and the activated Influencers have a strong sense of social responsibility, but it showed within each activation of branded content.

Results

Awareness Driven Objectives:

Brand Lift:

Media

Video for Science, Cars, Technology, and Influencers

Produced by

Saatchi & Saatchi + Captiv8, Toyota Motor North America – The Mirai

Links

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, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.