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

Sonic Melody

Finalist in Global Campaign

Entered in Brand Identity, Financial Services, Multi-Platform Campaign

Objective

With voice commerce set to hit $40bn by 2021, audio identities not only connect brands with consumers on a new dimension, but they are also tools enabling consumers to shop, live, and pay in an increasingly digital and mobile world. Setting a new tempo for brand expression, Mastercard launched its sonic brand identity in 2019 – a comprehensive sonic architecture that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments - the distinct and memorable Mastercard melody will provide simple, seamless familiarity. Data and insights were used indetermination to ensure Mastercard Sonic Brand at Checkout would promote a sense of safety, security and completion for transactions made. 

Marketers must compete against the realities of distracted consumers scrolling between numerous screens with divided attention. At any given moment, an individual may be scrolling between 4-5 screens at the same time. The beauty of sound is that an individual can only hear and process one sound at a time. With the growing demand for voice commerce, Mastercard embarked on an adventure to create a sonic melody that was hummable and recognizable to its consumers around the world. The Mastercard melody needed to be adaptable and pleasant to people in all regions around the world and needed to be appropriate to be played in a football stadium or an opera. After two years of painstaking work, Mastercard developed its sonic identity. The data has shown incredible results, for example that the Sonic Brand at Checkout can increase confidence in consumers’ ability to purchase products via voice commerce, and when sonic is coupled with the Mastercard transaction animation it creates a feeling of increased security, completion of transaction and affinity with the brand. Mastercard has additionally taken this to the new level, working with up-and-coming diverse artists such as Nadine Randle to create music that incorporates the sonic brand. The sonic brand is transforming Mastercard brand and giving consumers a new and pleasant way to connect with the organization.

Strategy

With the trend towards voice & audio becoming more prevalent in consumers’ lives, Mastercard has developed its Sonic Brand at Checkout which will be deployed upon transaction approval. As such, this research was conducted to identify the consumer benefits associated with Mastercard Sonic Brand at Checkout in eComm & Voice, to provide support for merchant adoption. A previous study in August 2019 explored the benefit for In Store checkout. Research was conducted online. A point-of-view video of a checkout experience was exposed monadically. Preference & head to-head comparison questions were also asked. 400 interviews were completed per market for each cell. Respondents were 18-65, banked consumers who used a credit, debit and/or prepaid card in past 3 months.

Results

Adoption of the Mastercard Sonic Brand at Checkout across channels beneficial for consumers, merchants & Mastercard. Across transaction types, the Mastercard Sonic Brand at Checkout creates an experience consumer want to engage with, building perceptions of the store/site & reinforcing critical equities (trust, security, speed & acceptance). Since last year, Mastercard has worked with business to ensure the Mastercard Checkout Sound is available at more than 48 million points of interactions already. This number is growing exponentially every day.

Adding Mastercard Checkout Sound and Animation elicits stronger brand recall and further improves the consumer experience. It will also help develop Mastercard Sonic Brand at Checkout as a key brand element.

 

Here were the results:

Media

Produced by

Mastercard

Link

Entry Credits