Kumho Tire is a high-performance tire manufacturer focused on providing consumers with quality tires using advanced technology. Despite humble beginnings, the company now ranks among the top 10 tire manufacturers worldwide.
Kumho approached Art Machine for a brand research project but, while barely underway with studying their brand, the company had an opportunity to sign a 3-year, league-wide deal with the NBA, becoming “The Official Tire of the NBA” and receiving exclusivity across the tire category.
Art Machine was tasked with developing a TV campaign and getting it on the air within 10 days. As we quickly studied how the brand fit into the NBA, it became clear that tires and NBA players share many attributes in common, among them grip, traction, control, and all-season performance.
Within social media, Art Machine built meme-like original content and videos featuring Kumho’s signature character, T-Ro.