Hankook Launches Major UK and European Campaign
Tyre manufacturer Hankook is breaking away from traditional advertising norms in its latest campaign across the UK and Europe. Instead of focusing on typical industry themes such as safety and performance, the Korean brand is taking a bold, humorous approach with its new message: “Live your life. Leave tyres to us.”
Recognizing that most drivers rarely think about their tyres unless there’s a problem, Hankook aims to shift the narrative. The campaign uses humor and relatability to connect with audiences, encouraging them to leave the technicalities of tyre care to the experts while they focus on enjoying life.
Meet Hank: The Face of the Campaign
Central to the campaign is Hank, a fictional retired mechanic who stars in a series of light-hearted digital and television ads. Created in collaboration with Innocean, the campaign showcases Hank’s post-retirement adventures—from pottery and knitting to meditation. Despite his new hobbies, Hank’s passion for tyres continues to shine through, making him a lovable and educational figure for the brand.
“It’s very important to us that he doesn’t become a laughable or goofy character,” says Filip Pawelka, Director of Marketing and Communication at Hankook Europe. “We want Hank to be an extension of our brand—someone who delivers important tyre information in a cool, digestible way.”
Refreshing a Traditionally Stale Sector
Hankook’s new campaign reflects a deliberate shift from what Pawelka describes as the “very traditional” advertising approaches that dominate the tyre industry. “We wanted to do something that stands out in the landscape,” he explains. “We’re not abandoning our core DNA, but we want to raise attention in a way that’s far from ordinary.”
Pawelka remains realistic about the brand’s goals. “We’re not delusional. We know Hankook won’t suddenly become everyone’s favorite product. But we do want to make the brand more fun and memorable.”
Building Brand Awareness Through Digital Engagement
According to YouGov BrandIndex data, Hankook’s brand health lags behind competitors like Bridgestone, Goodyear, and Michelin. With an average index score of 3.7 for the year ending July 15, 2025, compared to Bridgestone’s 11.2, Goodyear’s 13, and Michelin’s 15.6, Hankook is positioning itself as a challenger brand. Its awareness score is also significantly lower at 26.6%, while Michelin leads at 83.8%.
To combat this, the campaign emphasizes digital engagement. “Engagement is our number one KPI,” says Pawelka. “It starts with likes and shares. The more people interact with the brand, the more likely it is to stay top of mind and influence purchase decisions.”
Leveraging Sponsorships to Boost Visibility
Hankook is also doubling down on its existing sponsorship deals, which have been a key driver of brand awareness in Europe. These include its partnerships with UEFA’s Europa League and Europa Conference League, providing exposure through pitch-side ads and digital campaigns.
The brand is also affiliated with high-profile football clubs like Borussia Dortmund and Real Madrid, and it sponsors the prestigious Ballon d’Or event. “Sponsorships help us build awareness and also strengthen our B2B relationships,” says Pawelka. “They allow us to create shared moments with our partners.”
Performance-backed Credibility in Motorsport
Beyond football, Hankook is making significant strides in motorsport. It serves as the exclusive tyre supplier for the ABB FIA Formula E World Championship and the Lamborghini Super Trofeo series. Starting in 2025, it will also supply tyres for the FIA World Rally Championship (WRC).
“Motorsport acts as a proof of concept for us,” explains Pawelka. “If our product performs well in extreme conditions, consumers and dealers can be confident they’re buying a tyre with top-tier performance and design DNA.”
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.