Issues_OgilvyPR

The Gold Standard Award for Issues Management and Crisis Communications

Winner – Ogilvy Public Relations, Beijing: Jaguar Land Rover: Neutralising a Consumer Rights Crisis in China

Award Sponsored By:

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Having recently built its first overseas factory in China, Jaguar Land Rover (JLR) was accused by the largest national broadcaster CCTV having unresolved gearbox issues in its Range Rover Evoque models. Aired on March 15, nicknamed “Consumer Rights Day” in China, this threatened JLR’s US$1.6 billion revenue stream and market positioning. The resulting communications strategy slashed negative sentiment from 57% to 6.8% in a week.

JLR faced a complex scenario in which CCTV’s influence remains considerable, driving mainstream media agendum, complicated by the pervasive influence of social media, and that before JLR could communicate to its affected customers, it had to reach a consensus with government regulators. This added several layers of communication and time pressures.

JLR responded by targetting its most important stakeholder groups: affected owners, relevant regulators and government bodies, media general public and potential JLR vehicle owners.

To meet the challenge, their strategy focused on being timely, honest and human. This was executed to appease affected owners and regulators, and to prove to the media and public they cared. By openly accepting there had been a mistake and explaining our solution, JLR positioned itself as a responsible business that cares for its customers. This was further strengthened by showing a human side and avoiding faceless media statements.

The first media statement was made within two hours of the CCTV exposé. Within 48 hours Anthea Wang, communications head and spokesperson for JLR China, appeared on CCTV news speaking directly and truthfully on the company’s work to date. The day after, a delegation of JLR executives including technicians met with quality regulator AQSIQ to apologise face-to-face and outline their strategy to solve the issue. Eight days after the broadcast a letter from Regional President Bob Grace was released to the press, pubic and an on social media platform WeChat, in which he apologised and promised to oversee the recall himself.

Anthea Wang’s CCTV appearance received wide acclaim for her timely, honest and human communication style, reducing negative sentiment from 57% to 15.6% in just 48 hours. Guo Dengli, Producer, Auto Weekly commented: “Land Rover was brave, faced the problem head on and proved to be a responsible figure for its customers. Well done, Jaguar Land Rover.”

The social media letter from China Regional President Bob Grace was viewed and shared over 30,000 times on social media – 10 times higher than JLR’s average WeChat post. After its release, negative sentiment dropped to just 6.8%, the same level as prior to the crisis. Song Haitao, GM of Publishing, Autoworld, said: “As a client myself, I found this article very moving. It seemed to be a difficult letter for him to write.”

The Global CEO of JLR even wrote a personal letter of thanks to China PR team, noting: “The rapid turnaround in social media buzz is something to be very proud of and a direct link to your personal effort.” Tata, the company’s global owners, were so impressed that they arranged a meeting with Anthea Wang to personally praise her and her team for their quick and effective response.


SHORTLISTED: Hong Kong Tourism Board: Relocation of the Hong Kong Wine and Dine Festival – How the Hong Kong Tourism Board upheld its corporate image in the face of a crisis

Due to the “Occupy Central” movement in 2014, the Hong Kong Tourism Board (HKTB) had just 21 days to re-plan and execute the Hong Kong Wine & Dine Festival. The resulting campaign and festival attracted over 180,000 patrons, up 29% YoY, delivering increased sales, improved repeat exhibitor subscriptions for 2015 and overall positive media coverage.


SHORTLISTED: The Korean Ministry of Gender Equality & Family: The Look Again Campaign (nominated by FleishmanHillard)

Domestic violence in South Korea is becoming a social crisis, with over 90% of incidents unreported. A highly visual campaign maximised media attention, gained significant institutional partnerships and celebrity support. Consequently domestic violence reporting increased 22.5%. The National Police Agency signed partnership agreements with women’s rights groups and launched a victim protection unit.


 SHORTLISTED: Text100 Malaysia: Cadbury – Halal Yesterday Today and Tomorrow

Following product recalls for alleged traces of porcine DNA, the uproar threatened Cadbury Malaysia (Cadbury), JAKIM, the country’s highest Halal regulator and certification authority, and the Ministry of Health. A strategy based on clarity, reassurance and connecting with consumers saw sales recover to 80% of pre-crisis levels in six months and positive sentiment bounce back.


About the Sponsor: North Head North Head is an independent strategic communications and public affairs consultancy with a clear China and Asia focus. It specialises in partnering with either multinational companies operating in this dynamic but challenging market or supporting Chinese companies extending their reach globally. North Head also works with trade associations, governments, and NGOs. The consultancy is focused on a research- and knowledge-based approach, providing landmark thinking and insights on integrating stakeholder relations and reputation management. North Head offers strong media and government relations in China, with an extension to major Asian cities. The experienced team is led by senior PR and PA veterans, acknowledged as the best agency for issues and crisis management in 2011 and Consultancy of the Year in 2013 by Public Affairs Asia. North Head is a strategic partner to the Global Times.
For more information visit the North Head website or contact Robert Magyar.

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