CHUANGYI.ppt

1、The Creative Works ofHANKOOK Tire,DSB Advertising Apr 1999,I. 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,

3、We 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 Expression,1. The Hankook Belief (Tai Divination - 2pcs) Drivers take safety as the most impo

4、rtant 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

5、Belief 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 establishe

6、d between brand and consumers.,II. The Creative Expression,This 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 accept

7、able to 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 Expression,2. Spirit of progress (Great wall, Strong fort, Mountains

8、and Rivers) 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 starte

9、d its Chinese 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 f

10、ast attention of the Chinese consumers, so that fame soars. Suggested media: On-the-spot posters, large lightbox, roadside signs, car magazine, newspapers.,II. The Creative Expression,3. Superb Quality (Moon, Desert, North pole, Ocean Bottom) A trail of type marks appears in places where its extreme

11、ly hard for cars 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. O

12、ne look, and people 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 Crea

13、tive Expression,4. 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 rich 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