|Product / Service||ULTRA-LOW NOISE TIRE|
|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|
|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|
Through ‘Silent Tape’ campaign, Hankook Tire was able to directly convey the noise-reducing effects of Ultra-Low Noise (ULN) tires. Consumer reviews of ‘Silent Tape’ on social media acted as a medium unto itself, which gave way to additional promotional effects. This ultimately led to ‘Silent Tape’ being a call-to-action for consumers to take interest in, and to consider purchase of Ultra-Low Noise tires.
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 to execute a campaign to let people experience the noise reducing effect of ULN tires, with minimal spending ($4,422).
Tires produce the most amount of noise on the road, and suitcase wheels outside of roads. We created ‘Silent Tape’, a suitcase tire that provides similar noise-reducing effects of ULN tires. It was distributed to people so they could experience the noise-reducing effects of ULN tires.
- Applying the ULN tire technology to ‘suitcase wheel noise’, an issue everyone’s familiar with. By delivering the ULN tire experience through Silent Tape to everyone, even those without cars or license. - Utilizing the Silent Tape reviews consumers posted as a medium. The reviews also served as a proof to the Hankook Tire technology and an effective promotion
- Development of Silent Tape : A silicon-based suitcase tire, that provides a noise reduction similar to that of ULN tire, engineered from Feb. 2019 through Mar. 2019. - Campaign execution: Taken place during ‘Spring travel season’, as designated by Korea Tourism Organization. A total of 500 tapes distributed to travelers. - Propagation : Consumers guided with a hashtag to share their Silent Tape experience online, voluntarily causing the campaign to go viral. Also distributed to micro-influencers that are within the travel/car fields, for a more focused viral campaign.
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