BACKGROUND: Launching new tires requires more than a standard presentation. Hankook Tire Canada needed a way to demonstrate real-world performance while strengthening relationshiops with local distributors through a shared, in-person experience.

SOLUTION: Hankook Tire Canada hosted a two-day experience in the outskirts of Montreal, welcoming over 70 guests from across North America. Inspired by Hankook's global positioning slogan: Driving Emotion, we designed four driving experiences - each intending to extract a positive emotion from the driver. The four experiences were: supercar racing, Le Mans style relay race, off-road track and quarter-mile drag strip. Each experience promoted an associated Hankook tire product, best suited to get the best possible performance. The program concluded with a full gala evening, where Hankook Staff, VIP guests and Media celebrated the brand's recent producft launches and overall success.