THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 14th Annual Shorty Awards

"No Family. No Drama"

Winner in Twitter Patnership

Bronze Distinction in Integrated Campaign

Audience Honor in Twitter Patnership, Integrated Campaign

Entered in Real Time Response

About this entry

One-third of wireless customers are on single-line phone plans, which don’t offer the savings of group plans. We launched Verizon’s all-digital wireless carrier Visible’s multimedia holiday campaign to increase awareness of its first-to-market offering: a family-savings plan—without the need to involve the actual family. Individual subscribers can join with friends and get the same premium experience for as low as $25/month for unlimited data on Verizon's Network.

Why does this entry deserve to win?

With this campaign, we wanted to bring to life Visible’s unique value proposition: that consumers can join with whomever they want, whenever they want, with how many people they want — because Visible understands that family comes in all forms.  

The digital and social media components ran along with TV creative (an ad that showed a family holiday celebration gone hilariously awry) and an in-person holiday-themed “Smash Room” activation in New York, designed to reduce a little of that family-induced Yuletide steam that makes the season oh-so-special. On December 17th and 18th, guests visited Visible Presents: Shatter the Family Drama, a home-for-the-holidays-themed living room to relieve their holiday-related family frustrations by, basically, smashing everything in sight. Smashable props included stockings embroidered with nosy questions like, "Why aren't you married yet?", ornaments graced with standards such as "Your generation has it so easy" and "Why can't you be more like your brother?" and wine bottles with custom labels reading, "Dry and slightly bitter, like your family."

We also created Visible’s Holiday Hotline on Twitter, where celebrity influencers like Bachelorette alum Mike Johnson, comedian Matt Bellassai, and TV personality Gizelle Bryant helped people solve their holiday family drama in real time. Audiences on Twitter submitted their holiday drama using the hashtag #NoVisibleDrama and in response received personalized curated content.

We also also activated a surprise and delight campaign for Visible that shipped Drama Relief Kits to Visible members, which included items like noise canceling headphones, cocktail sets and event a plush ‘No Drama Llama’, all laddering up to the larger campaign promoting that with Visible, you can save on wireless without being part of a traditional family plan.

Results

As the first wireless plan that delivers family-plan savings without the need for a traditional family, Visible's ultimate goal is to break the mold of what's traditional in the telecom world and offer a service that relates to its audience in a more personal and accessible way.

The Smash Room organically sparked 28,000 Twitter impressions, 3.1 million TikTok Views, and 11,000 likes, proving that it resonated far beyond the therapeutic in-person visits. The TV spot bumped the average quality visit rate of the creative to 9.07% on Facebook/Instagram, which is 47% higher than the social average of 5.61%. Plus, YouTube CPV was 23% below the $1 benchmark. The #NoVisibleDrama Holiday Hotline work drove 18.7M Total Impressions and 153K Total Engagements, organically.

Media

Video for "No Family. No Drama"

Entrant Company / Organization Name

Madwell, Visible

Links

Entry Credits