ASIA-PACIFIC – SHANGHAI, CHINA, OCTOBER 2011: Goodyear China and Ogilvy Public Relations Worldwide Shanghai took home the Issue Management Award at the recent first global SABRE Awards for the Goodyear “A Lifetime Commitment to Safety” brand campaign. This marks the first global award that Goodyear has won with Ogilvy PR / Shanghai.
Run by the Holmes Report, the arbiter of the PR industry, the global SABRE Awards is one of the world’s most important and competitive industry awards – this year more than 550 entries were submitted from Asia Pacific alone. “For Goodyear, we are especially proud that this campaign has won such a highly regarded award, as commitment to safety is something that has been of paramount importance to our company.” said Iain McDaniels, Vice President of Consumer PBU for Goodyear China.
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As the only winner from China, Goodyear’s “A Lifetime Commitment to Safety” brand campaign ignited a national discussion to inspire a return of the “spirit of safety”. As a brand dedicated to safety innovation for over 113 years, Goodyear created the campaign in response to increasing feelings of uncertainty and insecurity in society, aiming to show that there are a great many people, who are still dedicated to safety. Seven one-minute documentary films celebrated the passion of the unsung heroes in society who have dedicated a lifetime of work to keeping millions of people safe. Chinese author and public opinion leader Li Chengpeng openly expressed his high regard for the campaign, commenting that these ordinary people are the great heroes needed in our times.
Rather than lecture on the technical aspects of safety, Goodyear took an emotional approach, attracting widespread social attention, with over 20 million video views and over 28 million online interactions. Goodyear’s campaign beat four other finalists in the category, all strong campaigns aimed at tackling a wide variety of social issues from far-flung corners of the world.
“Winning this global SABRE award is a great honor. Goodyear has been taking bold steps to build their brand in the digital space, so to earn this level of recognition is really exciting. We believe that with Goodyear in China the award winning campaigns are only just beginning.” said Michael Chu, Business Partner at Ogilvy PR / Shanghai.
