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1、The Creative Works of HANKOOK Tire DSB Advertising Apr 1999I. Creative Principle As Hankook Tire has just stepped into the Chinese Market, advertising is to help rapidly build up its reputation and fame, so that affinity and trust can be found in the relationship between Chinese consumers and distri
2、butors.I. Creative Principle As competition in the tire market is fierce, the creative idea of ours is to express the unique brand value and personality of Hankook Tire in very special creative and visual way of expression, so that distinguish itself from ads of other brands.I. Creative Principle We
3、 hope to express the moderate management and mature development of Hankook Tire, as well as its strength its power, its perseverance in self-perfection and its pursuit in perfect quality.II. The Creative Expression1. The Hankook Belief (Tai Divination - 2pcs)Drivers take safety as the most important
4、 thing, so is Hankook Tires belief in the wishes of getting safety for all mankind - The Chinese name of Hankook “Tai” happens to be the luckiest divination meaning safety and good luck, described in the Book of Changes. By using the talisman which is familiar to Chinese, combining the Hankook Belie
5、f in safety, the advertisement which applies a very simple way of expression, both meets the consumers expectation and has a strong impact. It produces the association in consumers as “Tai- Hankook - Safety” so that fame is obtained rapidly and a relationship of affinity and trust is established bet
6、ween brand and consumers.II. The Creative ExpressionThis ad is easy to recognize. While it can be wisely used in all media and gift shops, it can be effectively widespread, but at the same time differentiate itself from the Michellin cartoon figure and the elephant of Jiatong. Its more acceptable to
7、 Chinese people. And, the unique association of Tai Divination with Hankook can never be applie to any other brands.Suggested media : On- the-spot posters, street lightbox, driverstalisman, rear window ad.II. The Creative Expression2. Spirit of progress (Great wall, Strong fort, Mountains and Rivers
8、)By quoting three lines from the late Chinese Chairman Mao Tse-tungs poem about the “Long march”, which were written in a very powerful tone, Hankook Tires strength and power and its strong sense of progress are shown. At the same time, an announcement is made that Hankook Tire has started its Chine
9、se Long March. The Long March path is covered with the tracks left by Hankooks Tire. It shows that Hankook Tire has outstanding quality, it braves all the risks and hardship, and it is made to fit the Chinese road conditions; The unprecedented quotation of Chairman Maos poems will bring fast attenti
10、on of the Chinese consumers, so that fame soars.Suggested media: On-the-spot posters, large lightbox, roadside signs, car magazine, newspapers.II. The Creative Expression3. Superb Quality (Moon, Desert, North pole, Ocean Bottom) A trail of type marks appears in places where its extremely hard for ca
11、rs or even human beings to get to, as if the path is made by Hankook Tire. This humans and a little exaggerating series of advertisements shows that Hankook Tire can take you to roam the world, even to those impossible place. The visual expression has strong sense of time and impact. One look, and p
12、eople know that this is a unique type which enjoys good features- its friction, its comfortAll these outstanding qualities are fully expressed without applying any words.Suggested media: Large lightbox, Large roadside signs, car magazines, on-the-spot posters, newspapers.II. The Creative Expression4
13、. Perfect Quality (Temple of Heaven, Chinaware, Bronze tripod) By using some elements which are familiar to Chinese people, this is to show the perfect quality of Hankook Tire-as steady as the Temple of Heaven, as balanced as the delicate chinaware, as solid and weighty as the bronze tripod. With ri
14、ch cartographic lines, we get to see Hankook Tires from different angles, to show that the unique design of Hankook Tire is just like these valuables. The Hankooks high production standard and its perfect quality are as outstanding and perfect, Thus, the perfect features of Hankook Tire is fully expressed through the delicate modern visual expression, to make people feel that this is a classy tire for people of good taste.Suggested media: car magazines, on-the-spot posters, newspapers.
