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.
