Gripping campaign for Hankook Tyres

Global tyre giant Hankook needed to raise their profile and create a real impression with motorists. They asked Leepeckgroup to create a campaign to leave their competitors standing.

The agency, which has worked with Hankook for over three years, devised an integrated line of attack to raise brand awareness involving advertising, PR, radio and point of sale promotions.

This is the first time that Hankook Tyres has specifically targeted consumers in the UK, and the brief called for an imaginative creative approach.  A pilot area covering the Hampshire and Dorset region was selected for the first tranche of the campaign. LPG produced interactive radio promotions which aired on key regional radio station Wave 105. This activity was supported by a PR campaign and display advertising in key regional newspapers.

Crucially, once a consumer had arrived at a Hankook Tyres dealer, LPG designed point of sale materials continued to raise awareness of the brand by offering the chance to enter regular competitions.

This integrated approach is now being evaluated for use elsewhere in the country as Hankook continues to raise its profile across the UK.