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

Podfast

Winner in Business to Business

Gold Distinction in Creative use of Technology

Entered in Financial Services

Objective

BNY Mellon is a legacy custodial bank that’s been an integral part of the global economy for over 200 years. And though they run an incredibly sophisticated operation, overseeing trillions of transactions a day, perception of BNY Mellon had changed from trusted innovator to outdated and dormant.  

To reverse the trend, we developed a new brand platform –  Consider Everything –  befitting of a company who looks at the financial world from every angle. And because a brand who “considers everything” doesn’t simply communicate like other brands in the financial space, we set out to find unique ways to reach unique audiences. 

Strategy

Studies show that roughly a quarter of podcast listeners increase playback speed in order to consume more information. This phenomenon, called “Podfasting,” presented a unique opportunity to speak directly to the ideal consumer –  business savvy super listeners hungry to soak in more knowledge in half the time. But how could we get them to pay attention when they breeze through ads at 2x speed?  

Simple. We slowed things down –  by recording a :15 second message, stretching it to :30, and placing it in the middle of The Economist's ‘Money Talks’ podcast. When played at double speed, our ad stood out to ‘podfasters’ by sounding perfectly normal, and helped position BNY Mellon as the financial services company that sees trends and insights others don’t.

By partnering with The Economist to launch this first-ever slowed down podcast ad, BNY Mellon aligned with a trusted publication that has become a weekly go-to information source for finance and policy makers across the globe. The synergies of these two brands created a perfect match to showcase the innovative and forward thinking nature of BNY Mellon’s Consider Everything philosophy.

Results

This fresh and original execution caught the attention of over 70,000 hard-to-reach business-minded listeners, as well as trade press. Alongside other marketing activities that also leveraged the Consider Everything brand message, “Podfast” managed to reverse the decline in brand equity, contributing to lifts in familiarity, favorability and consideration – including that people are now 72% more likely to think of BNY Mellon as an industry thought leader. Reaching an entirely new kind of audience in a way no one had ever considered before – proof positive that BNY Mellon truly does Consider Everything.

Media

Produced by

Havas New York, BNY Mellon

Link

Entry Credits