"We are delighted with the success of our ROF campaign across Europe and South Africa", says Chris Aked, director communication Goodyear Dunlop, Europe, Middle East and Africa.
"Weber Shandwick and its South African Affiliate, GGi Communications, did an excellent job. Broadening the appeal of our RunOnFlat tyre technology to the non-niche consumer market was a pretty tall order, which we achieved through a combination of inspired strategic thinking and creative localised implementation."
An event of The Holmes Group, the SABRE Awards recognise 'Superior Achievement in Branding and Reputation' with particular emphasis on effectiveness and the ability of a campaign to produce real, measurable business results. The awards are divided into three categories of Practice Area, Industry and Geography.
The second edition of the European SABRE Awards took place on Wednesday, 24 May 2006, in the Ritz Carlton Hotel in Berlin, Germany. The event honoured the best work of the European public relations industry during 2005.
The Goodyear RunOnFlat PR campaign beat off some very stiff competition, chosen from a shortlist of five entries that included headline-grabbing campaigns such as the London 2012 Olympic Bid and the Airbus A380 launch. The 'best pan-European campaign' award is considered the top SABRE award.
This year's competition attracted more than 650 entries from 70 PR consultancies across Europe. Entries were judged by a jury of peers composed of some of the most senior PR professionals across the continent.
