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M. Crisis or Issues Management Campaign of the Year


Certificate of Excellence
Campaign Title

GOME: Best Practices in Issues Management on How to Restore the Corporate Reputation of a Chinese Company
Client

GOME Electrical Appliances Holding Limited
Agency

Fleishman-Hillard Hong Kong

Since mid-2010, Gome had faced significant challenges to its corporate reputation between its founding shareholders and board of directors. There were huge corporate governance issues which had erupted. The share price had plunged and there was ongoing uncertainty over whether or not the founding shareholders would inject the unlisted components to the listed company. Throughout the period, Bain Capital, Gome’s largest shareholder, was unclear about its long-term interest. The agency was appointed as the communications consultancy in February 2011 to enhance corporation reputation, restore overseas investors’ confidence and ignite interest in the region. It developed a 360-degree stakeholder mapping to identify key media, analysts, influencers and columnists. It conducted a quarterly perception audit with financial media, established issue / crisis management protocols. In addition, it organized a full-day intensive media training and messaging workshop to prepare the new chairman and board of directors. A five-year plan was set up and outreach campaigns used to engage the media. The result was a shift to positive mentions and increase in the proportion of overseas institutional investors to more than 70 per cent.

Honourable Mention
Campaign Title

Goodyear a Lifetime Commitment to Safety Campaign
Client

The Goodyear Tire & Rubber Company (Shanghai)
Agency

Ogilvy Public Relations Worldwide, Shanghai

Goodyear aimed to own the safety conversation with Chinese drivers with the aim to associate the brand with safety and raise awareness. The big idea was a Goodyear campaign themed ‘A Lifetime Commitment to Safety’. The tone was emotional with the aim to celebrate the passion of the unsung heroes in society who have dedicated their lives to safety. The agency creative comprised seven one-minute documentary films telling the stories of ordinary people who have devoted their lives to keeping people safe. The idea was taken further by inviting the public to locate more of these heroes among their communities and submitting short films that were posted online and voted on. As a result, the number of people who believed Goodyear brand was ‘safest to use’ increased by seven per cent, top of mind awareness of the brand increased by three per cent and brand preference by five per cent.