Hankook Tire is expanding its consumer marketing efforts in Vietnam with a cinema advertising campaign for its iON EV tire brand, reinforcing its presence in one of Southeast Asia’s fastest-growing electric vehicle markets.
The campaign spans 10 CGV theaters across seven cities, including Ho Chi Minh City, Hanoi, and Da Nang, where the company maintains key business operations. At the center of the campaign is “Formula E Rewind,” a branded film inspired by the ABB FIA Formula E World Championship, where Hankook serves as the exclusive tire supplier.
Rather than focusing solely on product promotion, the film traces racing performance back to the engineering behind the tires, highlighting how motorsport technology influences the development of commercial EV tires. The creative approach aims to connect high-performance motorsports with everyday electric mobility while strengthening Hankook’s premium positioning.
From a media strategy perspective, the campaign illustrates the continued relevance of cinema advertising within integrated brand marketing. Although digital advertising channels dominate media investment, cinema remains an attractive environment for premium consumer brands seeking high-attention audiences and immersive storytelling.
Cinema advertising differs from many digital channels because viewers are exposed to content in a distraction-free environment with large-format visuals and immersive sound. For automotive and premium consumer brands, this format offers an opportunity to build emotional engagement that complements digital and social media campaigns.
The campaign also reflects broader shifts in EV marketing across Asia. As electric vehicle adoption accelerates, manufacturers of supporting technologies—including batteries, charging infrastructure, automotive software, and specialized tires—are investing in consumer education alongside traditional brand awareness initiatives.
According to Statista, electric vehicle adoption across Asia-Pacific continues to grow steadily, creating new opportunities for automotive suppliers to differentiate products through performance, sustainability, and technological innovation. At the same time, eMarketer reports that brands continue to diversify media investments across digital, video, experiential, and out-of-home advertising to maximize campaign reach.
Although the campaign itself does not introduce new advertising technology, it demonstrates how brands increasingly integrate offline media into omnichannel marketing strategies. Cinema advertising often complements connected TV, digital video, social media, influencer marketing, and search advertising to create consistent consumer experiences across multiple touchpoints.
For advertisers, the challenge increasingly lies in measuring the effectiveness of offline channels alongside digital campaigns. Modern media planning platforms are incorporating cross-channel attribution, audience analytics, and unified measurement frameworks to better understand how cinema, digital out-of-home, streaming video, and online advertising contribute to customer journeys.
Hankook’s campaign also highlights the growing importance of experiential storytelling in competitive markets. Rather than relying exclusively on product specifications, brands increasingly use entertainment, sports sponsorships, and premium media placements to strengthen brand perception and consumer trust.
The Formula E connection reinforces Hankook’s positioning in the EV ecosystem by associating consumer products with high-performance electric motorsport. Such partnerships continue to serve as valuable marketing assets while supporting broader brand narratives around innovation and sustainability.
The campaign follows Hankook’s participation in Automechanika Ho Chi Minh City 2026 and forms part of its broader effort to expand consumer engagement through both online and offline channels. As competition in the EV sector intensifies, integrated marketing strategies that combine experiential media with digital engagement are likely to become increasingly common.
While the announcement centers on brand awareness rather than advertising technology, it illustrates how established media channels remain an important component of modern omnichannel advertising, particularly for premium automotive brands targeting affluent and trend-conscious consumers.
Market Landscape
Advertisers are increasingly combining digital media with premium offline channels to build stronger consumer engagement. Cinema advertising, digital out-of-home (DOOH), connected TV, and online video are increasingly planned together within omnichannel campaigns. As measurement technologies improve, marketers are seeking unified attribution models that connect offline brand exposure with digital engagement and conversions.
Strategic Outlook
Hankook Tire’s cinema campaign demonstrates that traditional media continues to have a role within modern omnichannel marketing strategies. As EV adoption grows across Asia, automotive brands are expected to combine experiential advertising with digital marketing, connected TV, and data-driven media planning to create more integrated customer experiences.
Top Insights
- Hankook Tire is using premium cinema advertising to strengthen awareness of its iON EV tire brand among high-value consumers in Vietnam.
- The campaign leverages Formula E storytelling to connect motorsport innovation with consumer electric vehicle technology.
- Cinema advertising continues to complement digital marketing within omnichannel media strategies for premium brands.
- Automotive marketers increasingly combine experiential media with online campaigns to improve brand engagement and recall.
- Cross-channel measurement remains a growing priority as brands integrate offline and digital advertising investments.
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