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Kumho Tires Ad Campaign 2003

KUMHO Tires' global campaign in 2003 is set to focus on KUMHO's ultra high performance tires derived from Formula Technology. As being the official tire supplier of major international Formula 3 races, KUMHO has actually put a lot of investment in developing F3 tire and also improving its technology to world class. In parallel with global marketing strategy utilizing its motorsports activities, KUMHO's ad campaign will be more effective in terms of synergy effects.

The main concept of 2003 TV commercial 'Reflection' is "bringing ultra high performance from race tracks to your car". The commercial starts with tire itself driving speedy on skywalk, then the formula machine reflected on the glasses of the buildings drives with tires together. It emphasizes on where KUMHO's tire technology has been from. At last, the machine changes into the car with a tagline, 'Formula Technology, KUMHO'. It is saying that proven technology on circuits can lead the consumers satisfy their speed driving in excellent grip, cornering and handling based upon safety with KUMHO's state-or-art-technology on streets.

Shooting of Formula machine for TV commercial was done in Australia with auto-specialized staff and the scene of skywalk done in Germany. Also computer graphic made it more sophisticated in details. The commercial has been aired since the 2nd half of 2003, and it is said that tire-focused visual with strong beat sound makes the commercial very powerful and impressive, and also that it strongly shows what is intended through advertising.

The global campaign mainly has done in North America and Europe, the key markets of auto industry, and it has a good influence on soaring KUMHO's UHP sales at these markets. KUMHO will continue to put its endeavor for ad campaign to become one of the global mega brands and to build its brand equity.

Kumho Tires Ad Campaign 2002

The 2002 Kumho Tires ad campaign is one that reflects performance and most importantly, safety. Targeting markets in North and South America, Europe, and Australia, the exciting 30-second television spot titled "Mirror" features a convertible sports car weaving through the complex cobblestone streets of Europe. Suddenly the driver spots another car approaching ahead. She quickly slams on the brakes and Kumho's UHP (Ultra High Performance) tires help the car come to a quick stop. Afterwards the driver realizes that the "other car" was actually her own reflection in a large mirror being carried across the road.

Filming for the commercial was done in the picturesque city of Girona, Spain, located just outside of Barcelona. Girona's narrow streets and spectacular architecture made it ideal not only for a commercial, but for Kumho's Ultra High Performance tires as well. A crew of more than 50 people from around the world collaborated for three days of filming and direction to perfect the engaging sequence. One of the most sought after European stunt drivers was on hand to drive, as it turned out, he was rarely behind the wheel because the actress cast as the driver had no problem maneuvering the car equipped with Kumho Tires' Ultra High Performance tires.

"Mirror" was dubbed in 13 different languages and is scheduled to air globally on networks such as ESPN and Eurosport. The ad campaign is part of Kumho's new global strategy that has phenomenally increased worldwide sales for Ultra High Performance tires.