In a time of turmoil over safety in China, Goodyear embraced the opportunity to ignite a discussion on safety while other companies were avoiding it. Rather than lecture on the technical aspects of safety, Goodyear took an emotional approach, celebrating the passion of unsung heroes in society who have dedicated their lives to safety.
Introducing a "spirit of safety," seven 1-minute documentary films tell the stories of these ordinary people, including a man who spent 200 days a year alone on an island for 32 years to provide early warnings of typhoons, and a retired public bus driver who drove 600,000kms without a single accident.
The creative idea was amplified by inviting the public to identify heroes among their communities and submit personal short films of these citizens' contribution to safety.
We leveraged digital communications in partnership with Tudou and SinaWeibo Microblog, and the films were broadcast offline in partnership with Shanghai Documentary Channel. Netizens were further engaged with an online campaign driving audience to the campaign minisite for voting, sharing and discussion.
The campaign achieved 25 million online interactions. An estimated 1 in 4 car owners in China were reached with messages of Goodyear's safety commitment and consumer opinion that Goodyear tires are 'safest to use' increased 7%.