Kumho Tire Strengthens Brand with Differentiated Digital Marketing

Kumho Tire has recently been receiving great responses from consumers by showcasing various marketing activities.

In particular, in March, the electric vehicle tire brand ‘EnnoV’ was launched, and the character ‘Thory,’ representing electric vehicle tires, was introduced to the public.

Thory is a character symbolizing electric vehicle tires, born between Thoro and Roro, inspired by the worldview of the ‘God of Tires.’ The name Thory is a combination of Thoro and Battery. Unlike the initial character of Thory (one month after birth), who had tire ears like Thoro, Thory now has mint-colored winged ears unique to the EnnoV brand and eyes featuring an electric symbol.

Thory plans to feature episodes depicting growth over 1 month, 1 year, and 5 years, focusing on Kumho Tire’s development and advancement of electric vehicle tires. Thory will be seen not only in Kumho Tire advertisements but also on official YouTube, Instagram, and offline events.

Through this character, Kumho Tire is increasing customer intimacy while naturally imprinting the corporate brand ‘Kumho Tire’ by emphasizing tire functionality and safety. Kumho Tire’s YouTube channel (EXSTA TV) and Instagram are platforms where various content, including this character, are actively utilized.

On the ‘EXSTA TV’ channel, ThoroRoro directly goes out into the streets to perform various missions such as the ThoroRoro Challenge, expanding communication touchpoints with consumers. As a result, the channel surpassed 100,000 subscribers in 2021, earning the Silver Button, and currently holds the highest number of subscribers (180,000 as of May 2024) among global tire companies.

Additionally, since last year, Kumho Tire has been strengthening communication with the MZ generation by planning and serializing the Insta-toon ‘God of Tires Thoro’ (account: thoro.roro), increasing empathy with readers based on the theme of ‘tires.’

This content was produced with the assistance of AI translation services.