“’Be One with It’ is the slogan for Hankook Tire Co. Ltd.’s new global advertising campaign.
Hankook says the promotion is part of its branding strategy to become one of the world’s top premium tiremakers. Hankook’s Be One with It TV commercial was filmed in New Zealand.
The campaign, which will roll out in the U.S., Canada and nine European countries, focuses on the feeling of being one with the tire and the road. Extreme sports such as jumping off cliffs and airborne helicopters with specially designed wing suits are utilized to present the theme. Hankook says confidence in tires enables the best driving experiences, which supports the campaign’s message that confidence in equipment brings out the best performance in sports.
“With 70 years’ focus on high quality tires, Hankook is now characterized by a spirit that is more dynamic than ever,” says Jin-Wook Choi, Hankook’s executive vice-president. “The company has accomplished the growth of sales and brand awareness in advanced markets such as Europe, despite recent cost-push and severe competition. Through the ‘Be One with It’ campaign, Hankook will enhance its dynamic brand image and serve as a stepping stone to grow into the world’s top premium brands.”
Hankook says it has been accumulating global brand value through active participation in international motorsports. The company is the official partner of the international touring car racing series DTM for 2011 and is also participating in endurance races like Le Mans or Nuerburgring 24h races.
Various brand marketing activities are underway, aiming at becoming a world-recognized premium brand. One of them took place last month, when Hankook began advertising again in New York’s Times Square with the Ventus UHP tire (see Once again: A Hankook tire in Times Square).