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

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Disability Awareness

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Gender Equality

Education & Community

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Youth & Family

Environment

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Social & Racial Justice

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Health & Wellness

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

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Triller

Tumblr

Twitch

Twitter

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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

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Integrated Experiences

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Live Events

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Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

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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

Zero In by LG Electronics and Ogilvy

Entered in Technology

Objective

The last quarter of 2020 created an unprecedented moment in the world of gaming.  As the world experienced less mobility, products that elevate the home entertainment experience, like TVs, saw a large uptick in purchases and usage. Gaming manufacturers introduced next-gen consoles to the world, an occurrence that happens with years in between.

With their unrivaled picture quality, ultra-fast response time at 120 fps, VRR and HDMI2.1 support, NVIDIA G-SYNC compatibility and high refresh rates, LG TVs allow for the smoothest and most responsive gameplay without tearing. Maximizing on this unique convergence of events, our task was to drive awareness for LG OLED TV as the best TV for console gaming for a “set to impress” and “passionate techies” millennial demographic that enjoy gaming while also driving its credibility among hardcore gamers.

Realizing that video games can influence a TV purchase, LG focused on creating an OLED Gaming platform through a digital content series that would shine a light into different gaming personalities and how they shut out the noise of the world, or “Zero In,” to achieve their optimal flow, either in their craft or in gaming. LG brokered a partnership with gaming publisher Ubisoft and their next-gen AAA title, Assassin's Creed Valhalla, to authentically reach the console gamer target audience and leverage Ubisoft’s IP within LG OLED TV campaign creative. We collaborated with actress Olivia Munn, pro football star Richard Sherman, and esports champion Artour "Arteezy" Babaev of Evil Geniuses., all of which share a love for gaming.

Strategy

Strategy

With the PS5 and Xbox Series X introduced to market late 2020, the team’s strategy was to position LG OLED as the best gaming TV for next-gen consoles. The LG OLED TV is the only TV to deliver cinematic gameplay to “Zero In” so you don’t have to worry about gaming equipment producing tearing, allowing for a full unparalleled gaming experience as it was intended by publishers. Creating a brand activation tied to a tentpole title launch (Assassin’s Creed Valhalla) that consisted of meaningful partnerships and digital points of engagement (social and traditional media), allowed LG to reach gamers in an authentic way. Supporting tactics such as an interactive media mailer that tied Assassin’s Creed Valhalla to LG OLED TVs also helped reporters properly experience next-gen gaming from the comfort of their own home.

 

Implementation

Digital - LG created series of documentary-style shorts airing on LG's YouTube Channel, featuring Ubisoft’s Assassin’s Creed Valhalla (ACV) game and three well-known talents across key media verticals of consumer lifestyle, sports and gaming.

 

Earned - The team focused on leveraging the next-gen console debut during Holiday 2020, celebrity partners, LG gaming innovations and more among key tech, lifestyle and gaming media.

 

Social/Influencer - Social media and influencers played a crucial role in building awareness and consideration for LG OLED as the gold standard of gaming display performance among different gamer audiences.

Extended an existing partnership with esports legendary team, Evil Geniuses (EG), to create a sweepstakes with winners receiving an LG OLED TV gaming package. Winners additionally won a virtual fireside chat with EG players that was filmed for a digital short and shared across Evil Geniuses’ social.

Results

Across the board we exceeded results and expectations for earned and social metrics.

Media

Produced by

Ogilvy, LG Electronics USA

Links

Entry Credits