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

Tele2 Gigabeats

Winner in Creative use of Technology

Objective

Tele2 is the fastest growing operator in the world, but in Russia its positions are not so strong. The Russian telecom market is heavily cluttered - marketing budgets of the three largest competitors are several times higher than Tele2 investments. 

 

Generation Z is one of the most significant audiences in this field. They spend at least 6 hours a day on their phones - and they constantly use social networks to communicate with friends. And although Tele2 traditionally has a high level of consideration among zoomers, the pressure from competitors has become much more noticeable over the past few years. Not only do they hold large-scale campaigns in popular Gen Z media, but also began to actively play on the territory of “honesty” in communication which is traditional for Tele2.

 

Therefore Tele2 had an important task to protect and strengthen its positions among young people: to win back a part of the audience from competitors and attract the attention of Generation Z.

Strategy

Working with a Gen Z audience, we faced following problems: 

  1. It is not so easy to reach Gen Z through traditional media channels - literally raised with gadgets in hands, they have developed banner blindness, actively use AdBlock and skip ads.

  2. Having limited financial resources, we couldn’t afford to reach this audience on a large scale.

 

Therefore we chose a strategy of launching small projects in relevant channels using formats that had not been used by competitors. Which channel did we choose?

 

According to research, not only technologies and advanced features are important to a zoomer's choice of brand, but also relevancy - the brand has to share their spirit and values. Moreover, communication and image-building is also very important to them: they crave to be original and have their own “style” using stickers, gifs etc.

 

The audience behaviour on social media experienced a radical change recently: people are less likely to act out and are more likely to transfer to direct messages or micro groups - and it’s proved by growing popularity of social media messengers. Besides, Gen Z’ers don't like calling friends, butlove texting - and they also actively use voice messages.

 

Putting these facts together цe decided to use voice messages as the main channel: firstly, it’s a popular format of personal communication among zoomers, secondly, we know that even in personal communication, they want to express their individuality.

 

We focused on the most popular Russian social network Vk.com - it covers 90% of Generation Z in Russia and is known not only for its wide communication opportunities, but also for its music library. Taking advantage of the fact that music is one of the biggest interests of Gen Z, Tele2 created a service that allows you to customize audio messages and communicate according to your own rules - “GigaBeats”. How does it work? 

“GigaBeats” is created with a chat-bot, which in a couple of clicks turned voice messages into rap tracks. To record a unique track users had to send or record a voice message and select one of three bits made by popular hip-hop beatmakers. In order to  increase interest Tele2 offered competitive mechanics with prizes for the best tracks. We also used reach-gaining announcements both in social networks and in lifestyle and music publications. The audience also learned about the new service from Tele2 itself through targeted promo posts on Vk.com. All these steps and well сonsidered mechanics made the project go viral.

 

Despite the limitations that Tele2 faced, the brand was able to solve its problem - to gain the attention of Gen Z using a non-standard solution that helps to express their individuality in even a seemingly standard format - direct messages.

Results

As an outcome we achieved:

Media

Video for Tele2 Gigabeats

Produced by

Affect, Tele2 Russia

Entry Credits