THE HAMMERFALL PITSTOP AT VIANOR
| Title | THE HAMMERFALL PITSTOP AT VIANOR |
| Brand | VIANOR |
| Product/Service | TYRE CHAIN |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
SEK & GREY Helsinki, FINLAND
|
|
Contributing Company
|
SEK & GREY Helsinki, FINLAND
|
|
Production Company
|
NITRO FILM Helsinki, FINLAND
|
Credits
| Jani Leppänen |
Sek/Grey |
Account Director |
| Lars Busekist |
Sek/Grey |
Creative Director |
| Jari Ullakko |
Sek/Grey |
Executive Creative Director |
| David Cleveland |
Sek/Grey |
Art Director |
| Sirpa Viitamäki |
Sek/Grey |
Agency Producer |
| Markku Jussila |
Sek/Grey |
Digital Planner |
| Juha Halmesvaara |
Sek/Grey |
Digital Planner |
| Tommi Pelkonen |
Sek/Grey |
Strategist |
| Roope Tähkä |
Vianor |
Marketing Manager |
| Viljami Eronen |
Nitro Film |
Director |
| Marika Tulivuori |
Nitro Film |
Executive Producer |
| Krista Uotinen |
Nitro Film |
Production Coordinator |
| Ari Arvola |
Nitro Film |
Cameraman |
| Untamo Lehto |
Nitro Film |
Second Cameraman |
| Tomi Nikulainen |
Nitro Film |
Sound Design |
| Janne Sinkko |
Nitro Film |
Editor |
The Campaign
Spring had arrived in Sweden. It was time for Vianor, a regional tire chain, to remind people to change their winter tires for summer ones. The tire business is polarised. At one end, global tire brands use their big budgets and market heavily. At the other end, local, independent businesses nurture their customer relationships, which often last for decades. Vianor operates, unfortunately, between these two extremes in the so-called “Death Valley.”
Vianor was at a crossroads. Increasing market share with paid advertising meant multiplying their budget. They decided to reject traditional advertising all together and invest in branded content.
Customer research revealed that rock music was common interest among their clients. So, with the help of local rock legends Hammerfall, a garage became the stage for an unforgettable, surprise gig where unsuspecting, head-banging customers were the only invited guests.
Hidden cameras recorded the live performance and a new video of one of their songs was created and shared with the press and social media. Over 1.7 million views were generated in a matter of days. And metal fans around the world took notice. Most importantly, those who needed their tires changed.
• The campaign became the most successful in the company’s history.
• The earned media value of the campaign was over €8,100,000.
• We generated more than 1.7 million views in over 50 countries.
• Vianor’s market share grew and sales increased by 9%.
• Compared to last Spring, if stacked, the additional tires sold, would be 4 times higher than the world’s tallest building.
Traditional advertising tactics weren’t delivering the growth that Vianor craved. And in the marketing savvy country of Sweden, entertaining content that earned media support was seen as necessary for achieving true market growth. By producing a surprising new video from a respected Swedish metal band, attention was generated. Branding was relevant to the context and played a supporting role. What was ultimately created was a weird and wonderful music video from a band that rock fans enjoyed watching. This, in turn, helped Vianor increase it’s desired market share.