Hankook has won Bronze at the Epica Awards for its informative campaign #drivelikeawoman. The #drivelikeawoman campaign was created jointly between the Swedish non-governmental road safety association NTF and Hankook Tire Sweden.

The Epica Awards is an advertising competition that is judged by a panel of journalists from the world’s most important marketing and communication media.

Statistics have shown that men and especially younger men aged between 18-25 years are more likely to have an accident on Swedish roads. Studies show that men take more risks, drive with smaller margins and with significantly higher risk to themselves and others on the road more than women.

“We are delighted to receive such a prestigious award for a campaign where the main purpose was to increase road safety in Sweden by influencing how men and particular young men are driving. The title of the campaign was deliberately provocative and it took off immediately, reaching approximately 8 million people with our message and we hope that the roads are now a bit safer,” says Christine Silfversparre, marketing manager at Hankook Tire Sweden.

The campaign created an original film to spread the message of driving safety and was published online and distributed through press releases.

“It was the provocative message in combination with hard work using both PR and digital channels that made it possible to get this high reach. For Hankook as a relatively new and unknown brand on the Swedish market, this was a very good way of building awareness. As a player in the automotive industry it shows that Hankook priorities their consumers’ safety with their products and their approach in the market”, says Tae Kyung Kim, managing director of Cheil Nordic.

View the case video here.