| Title | SILENT TAPE |
| Brand | HANKOOK TIRE |
| Product / Service | ULTRA-LOW NOISE TIRE |
| Category | B02. Promotional Item Design |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Media Placement | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Production | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Production 2 | VISUAL HORN Seoul, SOUTH KOREA |
| Additional Company | HANKOOK TIRE Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Jung-A Kim | Innocean Worldwide | Executive Creative Director |
| Nari Moon | Innocean Worldwide | Art Director |
| Doyu Yang | Innocean Worldwide | Copywriter |
| Jaeeun Kim | Innocean Worldwide | Art Director |
| Jiyon Rhim | Innocean Worldwide | Art Director |
| Seonhwa Hwang | Innocean Worldwide | Creative Technologist |
| Hye-dong Roh | Innocean Worldwide | Creative Technologist |
| Sungwoo Kim | Innocean Worldwide | Creative Technologist |
| Bae-Sung Kim | Innocean Worldwide | Agency Producer |
| Jinwon Jake Choi | Innocean Worldwide | Translator |
| Hee Gon Suh | Innocean Worldwide | Account Director |
| Yun Jung Kim | Innocean Worldwide | Account Executive |
| Jae Joon Ko | Innocean Worldwide | Account Executive |
| Youngjoo Ryu | Innocean Worldwide | Account Executive |
| Hon Ik Lee | Visual Horn | Photographer |
| Jinyoung Park | Visual Horn | Photographer |
| Chanho So | Somanner | Creative team |
85% of all the noise on the road is from tires. To combat this, Hankook Tire developed Ultra-Low Noise (ULN) tire, that reduces tire noise up to 50%. However, it is difficult to experience the functional benefits of a tire until it has been purchased. With a small budget to work with, we needed an idea to let people experience the noise reducing effect of ULN tires.
Is it possible to deliver the low noise experience of UNL tires, only through design? We focused on the fact while tires produce the most amount of noise on the road, suitcase wheels did outside of roads. In doing so, we were inspired to create ‘Silent Tape’, a suitcase tire that provides similar noise-reducing effects of ULN tires. ‘Silent Tape’ was then distributed to people so they could experience the noise-reducing effects of ULN tires.
- Concept: The smallest tires in the world, Silent Tape - UI Design: Silicon-based tape, with brand logo printed on it. A small, tape-shaped tire that anyone could easily attach. - UX Design: Upon adhering Silent Tape to suitcase wheels, user is able to experience a noise reduction similar to that of ULN tires. (Noise reduced from 78dB to 68dB) - Campaign execution: Taken place during ‘Spring travel season’, as designated by Korea Tourism Organization. A total of 500 tapes distributed to travelers. - Effectively marketing the tire technology, even without the actual tires. Delivering the ULN tire experience through Silent Tape to everyone, even those without cars or license. - Organic viral marketing generation
Without utilizing any mainstream media, and with a small budget of $4,422, and even without actual tires, we were able to effectively promote the technology Hankook Tire offers. Noise-reduced tires have never been a priority in Korea, as there were no regulations relating to the matter until 2018. However, after ‘Silent Tape’ campaign: Ultra low noise tire awareness up 8% Customer inquiries on ULN tire up 357% at vendors 170% more effective than online campaign of a budget 5 times larger