The Brief

-BACKGROUND- Despite their innovative-technology, tire brand has always been underrepresented. Their innovative technology has always been trapped in to its anti-snow/rain performance. -PROBLEM- Tires are only considered as automobile accessories. All these times, cars have been the protagonist of innovative way of driving. And tire was just one of the sub parts of the cars. Korea’s No.1 tire brand, Hankook Tire decided to show an innovative tire-centered way of driving without a car.

-Result- The result was unexpectedly astounding. Participants for the one day test drive event: Over 500 people Viral video: 2,015,591 views *Amongst 50 millions Korean population, more than 2 million have watched viral film in Youtube (1 in 25) Online site: 1,160,461 clicks Also tons of media reported on this innovative tire. The Tire featured: 9 TTV and CATV 26 newspapers and magazine articles 92 times on 50 online media Media exposure accounts 3.5 million U$ PR effects. In the end, Hankook tire became the first tire company featured on Top Gear Korea, the program solely about cars. Now driving innovation is not about cars. It’s about tires.

-IDEA- First of all, we removed all the necessary parts for driving Such as steering wheel, brakes and even the engine! Secondly, we installed a high performance motor in the tire, So tires could move automatically without the engine Lastly, Brainwave sensor was connected to the tire, So tires could directly read people’s mind without a steering wheel or brake. Now, driving is possible relying only the tire’s ability. -Process- The campaign was introduced via viral videos, and an online site for 2 months. STEP 1. TVC, Online Viral Develop sense of curiosity among the people STEP 2. Campaign Website Experience Mind Reading Tire indirectly via online brainwave tests STEP 3. Test Drive We allowed people to take this innovative tire for a test drive. The tire read people’s mind and moved automatically left turn, right turn, forward, backward, and even stopping.