Kumho Tire Collaborates with Netflix on 'Net!Guide' Etiquette Campaign

Expanding into the OTT Service Space

Strengthening Brand Marketing

Kumho Tire announced on March 23 that it will unveil a new type of brand campaign, the 'Kumho Tire Net!Guide,' in collaboration with Netflix.

Kumho Tire collaborated with Netflix to launch the 'Net! Guide' etiquette campaign. A scene from the campaign video. Kumho Tire

This campaign is an on-screen safety guidance campaign shown before Netflix content begins, presenting safety guidelines to follow when watching Netflix both outside and at home. Kumho Tire's signature characters, Toro and Roro, appear as contestants from Netflix's popular series 'Squid Game,' with the strategy of positioning the content as a welcome piece designed to raise awareness about safety before viewers enjoy the main content.

The campaign video delivers the message that Kumho Tire and Netflix are working together, and Netflix's signature 'Tudum' sound is seamlessly connected with an audio track that reflects Kumho Tire's own interpretation. Starting with this series, additional unique series featuring Netflix titles and Toro & Roro will be released in three annual phases.

Since 2010, Kumho Tire has conducted theater emergency evacuation guide advertisements using Toro and Roro in partnership with CGV, successfully conveying its image as a company that cares about customer safety and enhancing its brand favorability. With this campaign, Kumho Tire aims to expand its safety heritage beyond offline theaters into the OTT service space, further strengthening its brand image.

Iltaek Jung, CEO of Kumho Tire, said, "This collaboration is the first-ever corporate brand partnership that Netflix has carried out in Korea, and we hope Kumho Tire's characters will meet the new streaming platform of Netflix to provide consumers with a brand experience that is both familiar and refreshing."

Meanwhile, Kumho Tire's Toro and Roro, characters developed in 2010, have been naturally imprinting the Kumho Tire brand in consumers' minds while emphasizing tire functionality and safety. They are actively used not only in Netflix advertisements, but also in TV commercials, CGV theater evacuation guide ads, and Golfzon emergency evacuation guide ads.

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