In a time of turmoil over safety in China, Goodyear embraced the opportunity to ignite discussion on safety while other companies avoided it.

Rather than lecture on the technical aspects of safety, Goodyear took an emotional approach, celebrating the passion of society’s unsung heroes who have dedicated their life's work to safety.

We partnered with Shanghai Documentary TV to create seven 1-minute documentary films telling the stories of these ordinary people, including a man who spent 32 years alone on an island in order to provide early typhoon warnings, and a retired bus driver who drove 600,000km without having an accident.

With the 7 films at the core, integrated online and traditional media maximized reach and engagement. A film premiere launched the campaign with a live online broadcast. Online, we partnered with Tudou and SinaWeibo for digital communications, and engaged celebrity author, Li Chengpeng ,to drive conversation. The films were broadcast on TV stations in Shanghai and 9 other provinces, and 4 national radio stations.

Engagement was amplified by inviting people to submit films telling the story of their own safety heroes, driving netizens to our mini-site for voting, sharing and discussion.

The campaign achieved 28m online interactions. Consumer opinion that Goodyear tyres are 'safest to use' increased 7%.

Partnering with Shanghai Documentary TV, we created seven 1-minute films telling the stories of unsung heroes dedicated to safety. We leveraged both online and traditional media channels to reach our audience.

Following a ‘film premiere’ with live online broadcast that reached over 110 media, we launched an online campaign encouraging people to film stories of their own safety heroes.

Online social ecosystem promoted involvement:- Campaign mini-site on Tudou.com recruited user-generated videos;- Leveraged SinaWeibo microblog for content sharing and conversation;- Co-operated with top auto websites to promote videos;- Invited influencers to fuel discussions and create BBS buzz;- Banner advertising on 3 leading websites increased minisite traffic.Traditional media spread awareness:- Films shown on Shanghai Documentary Channel and TV channels in 9 provinces; - Films turned into radio ads for nationwide transmission on 4 radio stations over 1 month, up to 60 times per station.

- Consumer opinion that Goodyear tyres are 'safest to use' increased 7%;- Top of mind awareness increased 3%;- Brand preference increased 5%;- Record level of Goodyear consumer coverage - over 28m online interactions;- Over 20m video views on Tudou.com;- 324 netizens posted Unsung Hero videos, generating 210m+ views;- Goodyear SinaWeibo microblog: 13,531 new followers; 65,341 reposts;- Other social media: - Bloggers: 20 articles generated 221,917 views (222% of KPI); - BBS: 1,000+ posts generated 3.4m views (424% of KPI); - SNS: 80 posts generated 900,000 views (452% of KPI) - Video sharing: 823,962 views on Youku (412% of KPI); 469,871 on 56.com (117% of KPI).- Launch broadcast: - 146,000 views (2900% of KPI); - 5,732 posts; - 1,220 posts generated by media Weibo; - 15,000 Goodyear Weibo posts;- Traditional media: - 133 clippings, including 14 TV clips.