SHANGHAI—Goodyear's public relations campaign supporting the 2013 launch of the Goodyear Assurance TripleMax tire in China was honored as One of the World's 50 Best PR Programs at the 2014 Global SABRE Awards, winning in the Specialist Audience: Marketing to Men category.
“The Goodyear Assurance TripleMax tire was launched in 2013 and is designed to deliver significantly shorter braking distances, particularly when driving on wet roads,” said Ben Chao, vice president of marketing for Goodyear China. “To introduce the tire to the market, Goodyear China launched the ‘Enjoy the Rain' campaign and chose the iconic yellow rubber duck as the symbol for safer driving in wet conditions.”
More than 1.3 million Goodyear-branded yellow rubber ducks were distributed to drivers in six major cities across China. Goodyear said, by scanning a QR code on the rubber duck, audiences connected to a mobile website with comprehensive information about the new tire.
In addition, Goodyear released an ‘Enjoy the Rain' music video on a variety of platforms, including online video sites, a mobile site and radio broadcasting. The ‘Enjoy the Rain' music video is of a driver happily dancing in the rain with yellow rubber ducks and was shared extensively on social media, Goodyear said, with more than 13 million views.
Hosted by the Holmes Report and judged by a panel of marketing experts, the SABRE awards are one of the world's premier showcases of achievement in marketing strategy and public relations. Attracting more than 5,000 entries from more than 60 countries, they aim to recognize PR campaigns that demonstrate the highest levels of creativity, integrity and effectiveness.