Hankook Tyre UK targets London 2012 with Olympic ad campaign
Hankook Tyre UK is running its 'Be One with It' advertising campaign across central London during the 2012 Olympic Games, aiming to boost brand visibility in the premium tyre segment.
Hankook Tyre UK has launched a major outdoor advertising campaign in central London to coincide with the 2012 Olympic Games, aiming to raise its profile among UK motorists and reinforce its position in the premium tyre market. The campaign, running through mid-September, places the company’s 'Be One with It' message at high-traffic locations while the capital hosts the world’s biggest sporting event.
Prime London locations and campaign timing
The campaign’s outdoor adverts are displayed at some of London’s busiest routes, including York Road, Whitechapel Road, Cromwell Road, Chiswick Roundabout and the North Circular. These sites were selected for their heavy traffic and visibility to both Londoners and international visitors during the Olympics. The campaign launched in late June and will run for the duration of the Games, ending in mid-September.
By targeting these prominent locations, Hankook aims to reach a diverse audience, from daily commuters to tourists, capitalising on the increased attention London receives during the Olympics. The timing is designed to maximise exposure while the city’s profile is at its peak.
Brand strategy and campaign background
Hankook’s 'Be One with It' campaign focuses on the connection between driver, tyre and road, promoting the idea of an enhanced driving experience. The message is consistent across both the outdoor campaign and a television commercial produced by Jeffrey Darling in New Zealand. The campaign forms a central part of Hankook’s drive to build sustained brand awareness and strengthen its market share in the premium segment.
The company has previously received recognition for the campaign, including the Industry Advertising Campaign Award at the 2011 National Tyre Distributors Association’s TAFF Awards and the Autospot 2011 award from Germany’s Auto Bild magazine. These accolades underline Hankook’s commitment to high-profile marketing and its efforts to associate the brand with premium quality and performance.
Olympic Games: a platform for tyre brands
Hankook’s Olympic campaign follows a wider trend of tyre manufacturers leveraging major sporting events to build brand awareness. The company’s focus on the premium segment puts it in direct competition with other global players also using the Games as a marketing platform. Michelin, for example, launched a 'Communicating' tyre initiative during the Olympics, and BMW supplied thousands of vehicles for the event.
- Hankook Tyre UK: 'Be One with It' campaign, outdoor and TV ads
- Michelin: 'Communicating' tyre project during Olympics
- BMW: Supplied 4,000 vehicles for London 2012
With the Olympic Games drawing global media attention, Hankook’s campaign is intended to make a lasting impression on UK buyers and reinforce the brand’s premium positioning in a competitive market. The company expects the exposure from London 2012 to support its long-term growth strategy in the UK.
