2017 Glass: The Award for Change

#DRIVELIKEAWOMAN

Short List
ClientHANKOOK TIRE SWEDEN AB
Category A01. Glass
Title#DRIVELIKEAWOMAN
Product/ServiceHANKOOK BRAND
Entrant CHEIL NORDIC Kista, SWEDEN
Idea Creation CHEIL NORDIC Kista, SWEDEN
Media Placement BAUER MEDIA Stockholm, SWEDEN
PR 88 GRADER Lidingö, SWEDEN
Production CRISP FILM Stockholm, SWEDEN
Additional Company HANKOOK TIRE SWEDEN AB Upplands Väsby, SWEDEN
Credits
Name Company Position
Sasan Faghihi Cheil Nordic AB Creative Director
Marcel Granfelt Saavedra Cheil Nordic AB Art Director
Fredrika Stern Cheil Nordic AB Graphic Designer
Hugo Nissar Cheil Nordic AB Head of Digital
Björn Wigenius Cheil Nordic AB Copywriter

Creative Execution

The campaign consisted of a press release supported by a film, a website and a sponsored radio show. The press release was sent out to numerous media and newspapers, and simply included a link to the film and a “#drivelikeawoman”-bumper sticker. In the style of “reacting to videos” the film showed people watching funny car clips, thinking that all the drivers were women. Suddenly there’s a car crash and the audience reacts when they realize the driver is a man. This scene is followed by statistics telling the truth about men and traffic. It all ends with a message: To stay safe this winter, let women take over the wheel OR start driving like a woman. We sponsored a popular radio show where people were invited to report others who needed to be reminded about road safety. The website contained the film and information/statistics about male driving and road safety.

With a PR budget of €5000 and a media budget of €50 000 the campaign exceeded all expectations: Target audience outcome: Gross reach: 8.599 303 contacts Net reach: 2.518 011 contacts Media value (PR): €180.000 Social (video views): 250 000 Social reach (organic): 480 000 Social engagement: 120 000 Business outcome: Thanks to the recognition generated by the campaign, Hankook resellers in Sweden increased from 12 to 700.

Because no car is safer than how you drive it, the message for Hankook went beyond their products, price or tire performance. The strategy allowed us to connect the Hankook brand to something closer to people’s hearts: Safety. By challenging an old stereotype, that women are worse drivers than men, we set out to get a relatively unknown Korean tire brand known in Sweden. This was achieved by primarily targeting national media and also press covering the automotive industry.