All new driving experience that no one in the world has experienced before was delivered not from car brand but tire brand.

Not only we presented indirect experience from TVC and Online website, we implemented real test drive events for consumers to have a go at this hi-technology based from tire driving.

We tried to transform boring and conservative tire brand image into young, dynamic, innovative image so that tire which always have been low-involvement product and non-innovative product

is now the main part of driving

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.

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.

-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.