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

From the 8th Annual Shorty Awards

Chevrolet #BestDayEver

Finalist in Auto

Bronze Distinction in Hashtag

About this entry

In the first quarter of 2015, Chevrolet was suffering from declining brand health measures, lagging behind the three main competitors in opinion, consideration, and in opinion-driving imagery such as "Excellent Quality" and "Dependable." In some cases, these were double-digit deficits resulting in poor "Net Momentum" scores, as reported by Millward Brown.

The comments associated with negative momentum tended to be about reliability, recalls, and the 2008 bankruptcy — all things that Ford, Toyota and Honda did not have to overcome, whose Momentum scores (Ford: 38, Toyota: 37 and Honda: 41) positively shone relative to Chevrolet's 17.

Despite being one of the most awarded automotive companies in the USA, consumer research revealed the brand was seen as outdated: big, gas-guzzling, average, particularly American and a technology laggard. In short, Chevrolet was a brand in decline across most key indicators — including sales. Consumers, especially younger consumers, felt apathy toward the brand.

As a result, Chevrolet knew they needed to do something big to break the apathy and prove that their vehicle lineup is worthy of reappraisal (or appraisal).

Our goal was to create a focused, consistent, unexpected-for-Chevrolet experience that would bring people into contact with a Chevrolet that felt distinctly different from the one they thought they knew. And it had to align with the essence of the brand: Young at Heart, Authentic, Confident, Ingenious and Optimistic.

Why does this entry deserve to win?

Get consumer to think again: Perceptions for Chevrolet do not match the reality of the vehicles. We set out to debunk current brand perceptions through genuine moments that would surprise people about today's Chevrolet. We needed to create moments of disruption that captured (and perhaps jolted) people's attention, engaged consumers across channels, and opened the door to a future relationship.

We knew that in order to attract Millennials, who are active and creative, it would be crucial to not only deliver media that was accessible across mobile, tablet, and desktop, but to create a sense of optimism and surprise that would re-inforce that this is a different, new, and award-winning Chevrolet, driving re-appraisal.

To ignite surprises of optimism, we partnered with influencers across social media and radio personalities across the country to drive awareness of #BestDayEver and encourage consumers to tune into the livestream. We chose influencers that were not directly tied to the Chevrolet brand to reach new audiences across platforms.

Digital was utilized to create awareness of #BestDayEver through numerous homepage takeovers and targeted media. Paid search/social support helped fuel the social conversation.

#BestDayEver consisted of "Acts of Awesomeness," happening all over the U.S., including everything from surprising the military with a Kid Rock concert to Alec Baldwin and Olivia Wilde taking over college classrooms as substitute teachers to Kelly Clarkson hosting a lunch for new moms to puppy kissing booths set up in various cities, police officers handing out lollypops and flowers and free fill-ups at gas stations across the US.

The entire day of optimism/surprises was chronicled when Chevrolet partnered with YouTube in a never-been-done, 8-hour live stream, hosted by Jon Dore/Garfunkel and Oates, who gave updates throughout the day. Sections of the stream were also dedicated to various podcasts featuring YouTube talent such as Tyler Oakley and Rooster Teeth; speaking to their audiences about Chevrolet in their own voice.

By leveraging a partner such as YouTube it strategically positioned Chevy as a leader in technology in a new way.

Results

In a single day, that truly was the #BestDayEver, Chevrolet saw preconceived notions broken, resetting how millennial consumers view the brand:

In April, Chevrolet saw a massive increase in net momentum 17 (March) to 23(April) (up 35% increase in Brand opinion and consideration). The measure is a reflection of consumer sentiment and the direction they feel the brand is going.

Media

Produced by

Carat, Dentsu Aegis Network, The Story Lab, Commonwealth // McCann, Jash, Fleishman, General Motors/ Chevrolet

Link

Entry Credits