Hankook Tire Launches Global Advertising Campaign to Increase Brand Awareness
Commercial directed by Cheil Worldwide in Korea, animated by Emmy® award-winning Shilo TV in the United States
WAYNE, NEW JERSEY, April 22, 2008 - Hankook Tire launched its second installment of its ‘Tame the Road’ global advertising campaign in the United States this month, highlighting Hankook’s performance attributes.
The commercial features Hankook Tire’s new ultra-high performance Ventus V12 evo tires. The entire commercial is done in animation, and the story literally unfolds visually from a tire’s point of view - giving the viewer a ‘never before seen’ perspective on tire performance.
“The story is executed using animation to show tire centric camera angles which would not be possible any other way,” said Bill Bainbridge, director, brand communications, Hankook Tire America Corp. “By using animation technique, the viewer can truly experience Hankook tires’ performance advantages in cornering, stopping and comfort throughout the commercial.”
The commercial was creatively directed by Cheil Worldwide in Korea and animated by Emmy® award-winning Shilo TV in the United States. Shilo TV’s portfolio includes high-profile commercials for corporate clients including Scion, Toyota and Cingular.
Hankook’s ‘Tame the Road’ commercials may be seen on cable networks such as SPEED, ESPN Classic, Comedy, Weather and Travel channels.
“As we continue to expand our aftermarket distribution channels in the U.S. we need to support our dealers with marketing efforts that increase brand recognition and drive demand for our products,” said Bainbridge. “Hankook Tire has seen double-digit growth every year for the last 10 years. We look to further that growth in the next five years, and this advertising campaign is an integral part of our marketing strategy.”
Hankook Tire remains the fastest growing tire manufacturer in the world, posting global sales of $3.4 billion USD in 2007. Sales in North American topped $751 million in 2007 for an increase of more than 9.5 percent over 2006. Last year, Hankook Tire ranked as the world’s seventh largest tire manufacturer and as the sixth largest tire manufacturer in North America, according to Modern Tire Dealer.
About Hankook Tire America Corp.
Headquartered in Wayne, N.J., Hankook Tire America Corp. is a technology-focused, market-driven company that markets and distributes a complete line of high performance and ultra-high performance passenger tires, light truck, SUV tires, as well as medium truck and bus tires to more than 400 independent dealers through 3000+ retail sales locations in the United States and Canada.
For more information, please visit the Hankook website at www.hankooktireusa.com.