Kumho Tyres is one of Australia’s top-3-selling tyre brands. IMA was challenged to look at a new brand direction after Kumho parted ways with their former brand ambassador, Grant Hackett.
Using two key market insights - that tyres are an item in life we place so much trust in and that women are the major buyers of tyres - IMA developed a fully-integrated campaign using a 5-year-old girl as the new face of Kumho, with the positioning of having the Kumho product in your ‘circle of trust’.
The ‘trust’ positioning has also been used to communicate Kumho’s ongoing support of the McGrath Foundation, an organisation trusted to support women with breast cancer and also breast awareness.
Campaign elements and other marketing solutions delivered include:
- A complete new suite of point of sale materials for all tyre resellers
- Website graphics
- Company magazine