Kicking Kuhmo Tyres Into the Premier League (With a Little Help From Sir Bobby Charlton
The Story

Korean tyre brand Kumho is one of the world’s top 10 manufacturers, but is not well known in the UK and Europe.

When they asked Brand In Action to develop a differentiating brand proposition, we decided to step away from the cold, crowded technical/performance territory fought over by the other brands and develop a warmer, more human face:

Kumho – Making a difference. And when Kumho became a Manchester United sponsor, they asked us to help exploit their sports expenditure in the context of this new brand position.

One result was Play Safer, a cycling road safety programme delivered to schoolkids, their parents and teachers by Kumho, in association with the Manchester United Foundation, Greater Manchester Police, Sir Bobby Charlton, Denis Irwin, Andrew Cole, Darren Fletcher, Wes Brown and other Manchester United legends (even Fred the Red!).

Tyres at Old Trafford

The programme launched at Old Trafford itself, in front of 75,000 fans, where hundreds of kids and their dads honed soccer skills and road safety awareness, while also having loads of fun.

How We Do It

They entered the event through the Kumho arch, dribbled the ball through Kumho tyres, learned about situational awareness and safe crossing, then took away Kumho branded T-shirts, skills cards and an official certificate (picturing their favourite soccer stars, of course).

162%, 58 million
and other
great results

The event then rolled out to local schools, where interest and excitement were intense. Press and TV coverage was widespread, delivering 58 million opportunities to see. Kumho website visits were up 162% and people from 84 countries downloaded 1,478 jointly-branded skills cards and other souvenirs. There were almost 7,000 entries to the Play Safer competition.

The Long Game

Play Safer engaged thousands of kids and their parents, watched by tens of thousands of soccer fans, and delivered enormous value from Kumho’s Manchester United sponsorship within the differentiating social context of the brand proposition.

 

Says John Thrupp, Marketing Director, Kumho Tyre UK:

“Although Kumho is interested in selling tyres today, we’re playing a long game, too, building and improving perceptions of our brand so that tomorrow’s sales are easier to make.

Will Play Safer double our sales next week? Of course not. Will it eventually make Kumho mean more than black rubber around your wheels? Absolutely!”

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.

Call us:
0161 926 8444

Contact Us

We’d love to talk about ideas, events, campaigns or installations that will engage your audiences and deliver value for your sponsorship investments.

Brand in Action
The Foundry Communications Ltd
3 Denmark Street
Goose Green
Altrincham
WA14 2SS
 

Call us:
0161 926 8444

How Can Brand
In Action Bring Your
Brand to Life?

If you want to discuss a project or have any questions, please fill in your details below.