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Given Hankook’s strong affiliation with professional baseball, the campaign’s launch was timed to coincide with the World Series
Hankook Tire America has rolled out a latest integrated marketing effort in the United States featuring the tagline, ‘Never Halfway’, with the effort aimed at driving the brand’s presence across the aforementioned market. Developed by Innocean USA, the strategy covers television, print, digital, and social media.
The entire exercise is dedicated to the tyre giant’s American audience. Given Hankook’s strong affiliation with professional baseball, the campaign’s launch was timed to coincide with the World Series and embraces the lifestyle embodied through the said theme.
Exactly the essence depicted in its ‘Racing Daylight‘ ads, each showcases nature photographer, Chris Burkard, and his journey across the American landscape. The push will use ABC Sports, Discovery Channel, ESPN, Fox Sports, Google, History Channel, MLB Network, Motor Trend, Road & Track, YouTube, and several other platforms.
As Burkard travels up California’s Pacific Coast Highway, he is able to easily cruise through the rugged and breath-taking landscape with his Hankook Dynapro MT off-road tire equipped SUV and capture the quintessential California coast sunset from atop the cliffs of Big Sur.
“This is Hankook’s first advertising campaign dedicated to the U.S. market. We wanted to make sure that it not only resonated with an American audience, but that we launched it at a time when Americans were paying attention,” said Hee-se Ahn, President of Hankook Tire America.
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