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.



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.