Category A03. Cars & Automotive Products & Services
Product/ServiceHANKOOK BRAND
Idea Creation CHEIL NORDIC Kista, SWEDEN
Media Placement BAUER MEDIA Stockholm, SWEDEN
Production CRISP FILM Stockholm, SWEDEN
Additional Company HANKOOK TIRE SWEDEN AB Upplands Väsby, SWEDEN
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

The Campaign

No matter where you are in the world, there is a stereotype that women are bad drivers. Parallel parking, engine stall, doing the make up in the mirror and anything else men can come up with. This couldn't be further from the truth. In Sweden men accounts for 80% of all speeding and 75% of all fatal car accidents. In fact, the number of people getting killed in traffic is going up amongst men, and down for women. Based on this insight, we sent out a bold and controversial message: That men should start driving like women.


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.

The Situation

By challenging an old stereotype, that women are worse drivers than men, we managed to get a relatively unknown Korean tire brand known in Sweden. Despite a minuscule budget and low interest product category, we managed to engage both men and female Swedes all around the country through PR, without even mentioning tires.

The Strategy

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. Instead of targeting the typical male audience, we decided to talk to anyone with a driver’s license, both men and women. This was achieved by primarily targeting national media and also press covering the automotive industry.