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I. Corporate Branding Campaign of the Year


Winner
Campaign Title

Goodyear a Lifetime Commitment to Safety Brand Campaign
Client

The Goodyear Tire & Rubber Company (Shanghai)
Agency

Ogilvy Public Relations Worldwide, Shanghai

Goodyear wanted to own the ‘safety’ conversation with Chinese drivers. However, given that consumers paid little attention to the technical aspects tires, it needed to find a unique way to engage consumed, while building the corporate image. The focus of the campaign was to increase association between safety and the Goodyear brand among Chinese consumers, as well as drive awareness among drivers. Goodyear targeted well-educated consumers aged 25 to 45 in the mid to high-income range. The strategy was to engage the audience on an emotional level through touching real-life stories of people who ensure safety and inspire a return of the ‘spirit of safety’. The agency set out to reach the audience through online spots and social platforms in a bid to extend the message as far as possible. The big idea was a Goodyear brand campaign themed ‘A lifetime of commitment to safety’. The creative comprised seven one-minute long documentary films telling the stories of ordinary people who have devoted their lives to keeping millions of people safe. The idea was amplified by then inviting the public to locate more of these heroes among their communities and submit personal short films, which were posted online, voted for and commented on. The first four films were launched at a media event in Shanghai with more 80 nationwide media in attendance. The films were broadcast on TV channels in nine cities and provinces, as well as radio. A mini-site, tudou.com and online channels such as Sina Weibo were also used to spread the message. Goodyear achieved strong brand tracking results compared to the previous year.

Certificate of Excellence
Campaign Title

The Return to Glory of 3D-GOLD
Client

3D-Gold Jewellery (HK) Limited
Agency

Strategic Public Relations Group

Local gold brand / retailer 3D-Gold was hit with brand imaged related issues in 2008. It lost favour among the media, consumers and stakeholders. In 2009, the Hong Kong Resources Holdings Company rescued the business and launched a campaign to generate positive media coverage and restore customer and investor confidence. A number of initiatives were introduced to address the issues: To ensure transparency, sales data was released by quarter and after peak seasons; a CRS effort saw the company make a Rmb1 million donation to earthquake stricken Yushu. At the 2010 Shanghai Expo, the brand sponsored the ‘Golden Bauhinia Blakeana’ with mainland and Hong Kong taken on a tour of the pavilion. Celebrity-led initiatives helped foster brand awareness. Media relations activities were increased, and over a six-month period, the brand attracted more than 1,930 media reports, translating to HK$178 million (US$22.8 million) in media and PR value. Its point-of-sales in Greater China rose from 195 to 317 in two years, with franchise outlets up from 60 to 181. Importantly, in the first full year following HKRH’s takeover, turnover went up 90 per cent to HK$2.45 billion against HK$1.29 billion for an eight-month period in 2010.

Certificate of Excellence
Campaign Title

Ossur & the Great Wall Marathon
Client

Ossur
Agency

Waggener Edstrom Worldwide

Ossur, an orthopaedics and prosthetics manufacturer based out of Reykjavik, established its operations in China in 2006. However, within the orthopaedic community itself, Ossur faced tough competition from established Chinese and international brands and needed to develop a more localized approach to doing business. In addition, as an overseas company operating in a highly specialized medical sector, it needed to build brand awareness in the wider Chinese market. The agency was tasked with building brand awareness in China and communicating Ossur’s ‘No limitations to life’ corporate mission by implementing a CSR programme, while at the same time developing a localization strategy that would empower its Chinese employees as brand ambassadors. The brand put a human face on its products with athlete Sarah Reinertsen presented as the first amputee to run the Great Wall Marathon. It built awareness of Reinertsen’s run through a multimedia website for local employees, and engaged leading media in the sports, health, science and technology sectors. It organized a special sports clinic workshop for media and held interviews with the athlete and Ossur Asia’s president. Total media and viewership circulation amounted to one billion hits. Mentions on external websites, blogs and forums reached 200,000 hits, while traffic on Ossur’s local corporate site doubled.