Why is this work relevant for Brand Experience & Activation ?

Hankook Tire wished not only to promote its newest Ultra-Low Noise (ULN) tire, but to give the gift of experiencing it to consumers. Silent Tape was developed for this very purpose. Before purchasing tires, or even getting a car license, people were given a chance to experience the technology behind ULN tires. This campaign also had the added effect of people reviewing the product on social networks, proving the effectiveness of Hankook Tire’s technology and promoting it in the process.

Background

85% of all the noise on the road is from tires. To combat this, Hankook Tire developed 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.

Describe the creative idea (20% of vote)

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.

Describe the strategy (20% of vote)

- 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

Describe the execution (30% of vote)

- 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 the 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.

List the results (30% of vote)

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