Addressing the specific needs of EVs, leading tyre manufacturer Hankook, in collaboration with social media agency McCann, has launched a captivating campaign titled "Bad Day."
This groundbreaking initiative aims to shed light on the importance of specialised tyres for electric vehicles through a gripping story that demonstrates the remarkable performance of the Hankook iON evo tyre line.
The heart of the "Bad Day" campaign revolves around a memorable encounter between a deer and an electric vehicle. As the deer navigates numerous obstacles, it finds itself leaping onto the road, directly in the path of an approaching car. However, thanks to the exceptional grip and superior braking performance of the Hankook iON evo tyres, both the deer and the vehicle's passengers are spared from a potentially catastrophic outcome. The campaign's powerful message is clear: Hankook's iON tyre family is the ideal choice for electric vehicles, offering exceptional performance and safety.
With the introduction of the iON tyre range, Hankook aims to make a significant contribution to the transition towards emission-free mobility. These cutting-edge tyres are specifically designed to meet the demands of electric vehicles. They feature reduced rolling resistance, ensuring greater range per battery charge. Additionally, the iON tyres exhibit remarkably low-noise rolling behavior, enhancing driving comfort for EV owners. These tyres also boast high resilience, enabling them to withstand the immediate high torque produced by powerful electric vehicles. By combining these innovative features, Hankook has created a tyre that maximises safety, range, and overall driving experience for EV drivers.
Felix Kinzer, Director of Corporate Communications Europe and CIS at Hankook Tire Europe, emphasises the significance of the "Bad Day" campaign in showcasing the performance of iON tyres. Kinzer states, "Our intention with the Bad Day campaign on social media is to show that our new iON products are the right choice for electric vehicles, as evidenced by their properties." He further highlights the recent recognition received by the iON evo tyre, which emerged as the winner in the prestigious Auto Bild "Reifencheck" tyre test. This achievement serves as a testament to the top-notch performance and outstanding safety characteristics of the iON tyre family.
The "Bad Day" campaign was made possible through a collaboration between Hankook, McCann New York, and their partners RECH x Fried and Okean. The captivating music composition for the campaign was created by Mr. Pink Music. The campaign, aptly titled "Bad Day," will be prominently featured across digital and social media channels. It has also been submitted to the esteemed Cannes Lions International Festival of Creativity 2023, showcasing the campaign's exceptional creativity and innovation.
Hankook Tire has long been known for its commitment to producing globally innovative, award-winning radial tyres of exceptional quality across various vehicle segments. The company's continuous investment in research and development, including five R&D centers worldwide, has enabled them to deliver tyre solutions that meet the specific requirements of the European market and leading premium car manufacturers. Hankook's state-of-the-art production facility in Hungary produces up to 19 million tyres annually for passenger cars, SUVs, and light trucks.
