Hankook launches iON campaign with short video
Hankook launched its new iON tyre family last year, 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,” says Felix Kinzer, director corporate communications Europe and CIS at Hankook Tire Europe.
“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.”
Sean Cusack, general manager at Tractamotors Tyres explained: “With its iON tyres, Hankook 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.”
Derek Hill, general manager at TyreCall NI continued: “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.”
For more information on the award winning Hankook tyre range contact Tractamotors Tyres on +353 49 437 5900 or TyreCall NI on +44 28 94469882.