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.

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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.

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From the 9th Annual Shorty Awards

Shoes So Fresh

Winner in Graphics

Entered in Multi-Platform Campaign

About this entry

The purpose of this integrated campaign was to increase brand awareness, familiarity and social engagement with Finish Line and change people's perception that it is an underdog in the category.

Why does this entry deserve to win?

Finish Line is the "David" to Foot Locker's "Goliath." But the simple truth remains - true currency in the shoe market is having the freshest shoes. Since Finish Line couldn't outspend, we had to help them out-fresh. We created the "Shoes So Fresh" campaign that let everyone know Finish Line had the latest and greatest.

The campaign conceptually reinforced the idea of "fresh" and also referenced an element of sneaker culture. Every element represented the one-upping, hyper-competitive nature of sneakerheads.

Results

Since we launched our campaign there's been a 193.1% Brand Interest Lift, 53.2% Brand Ad Recall Lift, 11.1% Brand Awareness Lift, 23.8% Brand Awareness Lift amongst females and 69.5% Ad Recall Lift amongst males. We also received a "Best in Class" Google benchmark.

Media

Video for Shoes So Fresh

Produced by

INNOCEAN USA, Finish Line

Entry Credits