Five Years of Selfless Caring Win Hearts for the Kunlun Brand

Recently, the fifth "Kunlun Lubricants Award" National Top Ten Good Samaritans Behind the Wheel ceremony was grandly held in Beijing. As the "Top Ten Good Samaritans" representing social justice and virtue emerged, with the enthusiastic participation of more than 30 million voters and extensive media coverage, the awards programme has become a public welfare brand with deep influence. Kunlun Lubricants, long devoted to charitable causes, has also won broad public acclaim through five years of sponsorship without regard for returns, and the value of the Kunlun brand has risen accordingly.
The "Kunlun Lubricants Award" National Top Ten Good Samaritans Behind the Wheel programme began in 2004. It aims to commend the spirit of courage in the face of injustice, promote social justice and carry forward the traditional virtues of the Chinese nation by rewarding outstanding groups and individuals, and thus enjoys a solid public following. Over the past five years, as the programme continued, its followers and participants increased substantially. Last year the programme received 8.4 million public votes; this year the figure reached more than 33 million. The broad participation, unprecedented enthusiasm and strong social response show that after five years of cultivation the programme has gradually become an influential public welfare brand.
At the same time, the brand value of sponsor Kunlun Lubricants has risen sharply — something even Kunlun had not anticipated. Staff at Kunlun Lubricants said the good drivers ask nothing in return, even sacrificing their own interests to contribute selflessly to society; they are models and exemplars of social justice. Sponsoring the awards is an expression of Kunlun's caring philosophy and its fulfilment of corporate social responsibility. Moreover, the heroic deeds of these good drivers share a common spirit with Kunlun's corporate philosophy of caring.
It is precisely Kunlun's dedication and perseverance in public welfare that has deeply moved consumers. The awards programme is open to society at large, with candidates drawn from drivers of official vehicles, taxis, transport vehicles, tourist vehicles, agricultural vehicles and private cars — not only ordinary drivers but also Kunlun Lubricants' customer base. Caring for this group has built a strong image of Kunlun in the eyes of drivers and greatly enhanced brand awareness, reputation and loyalty. A taxi driver in Beijing said that Kunlun's care for good drivers shows it is a just and reliable brand worthy of trust.
A senior executive of Kunlun Lubricants said the company will live up to consumers' support and trust, continue to carry forward the spirit of caring, and take an active interest in public welfare causes, while continuing to provide high-quality products to give back to consumers.