Hankook launches ‘Olympic’ advertising campaign

To coincide with the London Olympics, Hankook Tyre UK is launching a new outdoor advertising campaign. The ads will be positioned in key locations in central London, including Cromwell Road, North Circular Road, Whitechapel Road, York Road and the Chiswick Roundabout, and will run until mid-September – a timeframe covering the entire Olympic Games. Hankook anticipates the location of the ads will expose thousands of games visitors to its ‘Be One with It’ campaign, an advertising series the tyre maker describes as “an important pillar” of its marketing strategy.

The campaign, which is already on air worldwide, focuses on the driver’s sense of ‘being one’ with the tyre and the road.  The core, sporting-themed message conveys how confidence in equipment brings out the best performance; illustrating how tyres – specifically Hankook’s – add to the ultimate driving experience.

“To further strengthen our market position in the premium tyre segment and to continue building a sustained brand awareness we’re pursuing  a stringent and targeted marketing strategy,” said Hee-Se Ahn, vice-president of marketing at Hankook Tire Europe. “Running campaigns in the environment of sports mega events with premium images and worldwide media attention are naturally on top of our agenda.”

The television commercial for this campaign was filmed in New Zealand and directed by Jeffrey Darling, who has already directed numerous advertisements for premium brands. The success of Hankook’s ‘Be One with It’ campaign was highlighted at the 2011 National Tyre Distributors Association’s ‘TAFF’ Awards, where Hankook received the ‘Industry Advertising Campaign Award’.  Moreover, ‘Be one with it’ was honoured with the “Autospot 2011” award from German automotive magazine Auto Bild.