Hankook Is Making Sure Tire Content on Social Media Is Anything but Flat

Hankook, the South Korean tire brand, continues to challenge the category by bringing humour and a refreshingly honest approach to its communications.

Since last year, the brand has insisted on approaching their communication in an honest, grounded and refreshing perspective: assuming that most people don’t care about tires. Their first step was launching the “Live your life. Leave tires to us” platform by introducing a character called Hank – a quirky, retired mechanic who loves talking about tires while he is discovering the wonders of life in retirement. The campaign generated more than 200 million impressions across Europe…

Source: Little Black Book