Hankook Tyres & McCann publish exciting joint iON evo tyres campaign video on social media

Article written by Bush Tyres

Tyre manufacturer Hankook and its social media agency McCann address the question of why electric vehicles (EVs) need special tyres. The “Bad Day” campaign centres around a deer whose life is saved by the good grip and excellent braking performance of iON evo tyres.

Neu-Isenburg, Germany, 14 June 2023 – Premium tyre manufacturer Hankook launched its new iON tyre family last year. It is aimed specifically at the needs of electric vehicles. However, the company is still often faced with the question of why EVs need specially developed tyres.

The social media campaign “Bad Day” answers this question in a unique way, by showing a deer navigating countless obstacles only to end up jumping onto the road right into the path of a moving car. The braking performance of the Hankook iON evo prevents an unpleasant outcome for the deer and the vehicle passengers by bringing the vehicle to a stop in the shortest time.

“Our intention with the Bad Day campaign on social media is to show that our new iON products are the right choice for electric vehicles, as evidenced by their properties.

Only recently, the iON evo was named the winner of the big Auto Bild “Reifencheck” tyre test based on its top performance and excellent safety characteristics,” says Felix Kinzer, Director Corporate Communications Europe and CIS at Hankook Tire Europe.

With its iON tyres, the company wants to make a decisive contribution from a tyre choice perspective to advancing the mobility transition towards emission-free vehicles. Characteristics of the new tyre development include further reduced rolling resistance, particularly low-noise rolling behaviour and high resilience.

Compared to conventional tyres, this means more range per battery charge, maximum safety and a better driving experience for EV drivers.

In addition, the new Hankook iON products are particularly designed for the immediately available high torque produced by powerful electric vehicles.

The campaign was brought to life through the collaboration of Hankook and McCann New York as well as their partners RECH x Fried and Okean. The music was composed by Mr. Pink Music. Titled “Bad Day”, the campaign will be showcased across digital and social media channels. In April, it was also submitted to the Cannes Lions International Festival of Creativity 2023.

About Hankook Tyre

Hankook Tire manufactures globally innovative, award-winning radial tyres of proven superior quality for passenger cars, light trucks, SUVs, RVs, trucks, and buses as well as motorsports (circuit racing/street circuits/rallies).

Aspiring to bring consumers the utmost excellence in product quality, technological excellence and driving satisfaction, Hankook Tire continuously invests in research and development maintaining five R&D centres and eight production facilities around the world.

Bespoke tyre solutions for the European markets as well as European Original Equipment according to the requirements of leading premium car manufacturers, are developed in the company’s regional Technical Centre in Hanover/Germany.

Production for the European region is taking place in the state-of-the-art manufacturing site in Rácalmás/Hungary which was inaugurated in June 2007 and is continuously being expanded. Currently around 3,000 employees produce up to 19 million tyres a year for passenger cars, SUVs and light trucks.

Hankook Tire’s European headquarters are located in Neu-Isenburg near Frankfurt am Main in Germany. The manufacturer operates further branches in several European countries and sells its products through regional distributors in other local markets. Hankook Tire employs approximately 20,000 people worldwide and sells products in over 160 countries.

The company has been selected as the technical partner and exclusive tyre supplier of the Generation 3 for the FIA ABB Formula E World Championship, starting 2023. Internationally leading car manufacturers rely on tyres made by Hankook for their original equipment. Approximately 38 percent of the company’s global sales are generated within the European and CIS-Region.

Hankook Tire has been represented in the renowned Dow Jones Sustainability Index World (DJSI World) since 2016.

For more information please visit www.hankooktire.com

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