Title	THE SAFE WAY TO USE WORN TYRES
Brand	NOKIAN TYRES
Product/Service	SNAPSKAN
Category	B04. Use of Ambient Media: Small Scale
Entrant	TBWA\HELSINKI, FINLAND
Idea Creation	TBWA\HELSINKI, FINLAND
Media Placement	IUM FINLAND Helsinki, FINLAND
Media Placement 2	ADDLIFE Helsinki, FINLAND
Additional Company	NOKIAN TYRES Nokia, FINLAND

Name	Company	Position
Erno Reinikainen	TBWA\Helsinki	Creative Director
Tuomas Perälä	TBWA\Helsinki	Copywriter
Simone Bocedi	TBWA\Helsinki	Senior Content Strategist
Mikko Santonen	TBWA\Helsinki	Creative Insight Planner
Ville Rutanen	TBWA\Helsinki	Designer
Meri Saarivirta	TBWA\Helsinki	Junior Copywriter
Noora Murremäki	TBWA\Helsinki	Account Director
Ulla Iivari	TBWA\Helsinki	Project Director
Sanna-Kaisa Mäkelä	TBWA\Helsinki	Design trainee
Niko Hatara	TBWA\Helsinki	Producer
Fanny Haga	TBWA\Helsinki	Photographer
Ville Nikkola	Nokian Tyres	Senior Business Program Manager
Anu Moisio	Nokian Tyres	Marketing Manager
Aino Paavola	Nokian Tyres	Communication Specialist
Maija Juvonen	Nokian Tyres	Program Coordinator
Hanna Kivimaa	Nokian Tyres	Marketing Manager
Timo Lausala	IUM	Senior Digital Strategist
Allis Iranto	IUM	Account Director
Karin Westin	IUM	Digital Planner
Susanna Öster	IUM	Content Specialist
Ilona Koivusalo	IUM	Social Media Specialist
Mia Lehikoinen	IUM	Media Planner
Enni Rantakangas	IUM	Planner Trainee
Jyrki Jurmo	Addlife	Producer
Juho Wickström	Addlife	Planning Manager
Lassi Kalin	Addlife	Project Manager

Why is this work relevant for Media?

With Safe Way to Use Worn Tyres, we utilized already existing repurposed tires around Finland as media space, enhancing the message stating, that worn tires should be used anywhere else but on the road. The use of media space took the communication directly to our potential audiences and presented it in a manner that was hard to miss. Authentic locations such as tire swings in playgrounds underlined the importance of driving on safe tires, perfectly supporting the message. With this unusual placement, we managed to add an emotional layer to the execution further highlighting the importance of the tire-scanning service.

Background

SnapSkan is a free tire-scanning service developed by Nokian Tyres with the aim of making people more aware of the condition of their tires. Finland is a country with four distinct seasons, which makes it extremely important to have tires that are not too worn for roads. With erratic weather all year around, multiple accidents occur with unsafe tires playing a key role. This is an issue that could be fixed with people knowing more about tire safety and realizing the condition of their own tires. Nokian Tyres placed a number of new SnapSkan devices in parking garages around the largest cities in Finland. Our mission was to make people aware of the service and to have local drivers try it out, with the ultimate goal of having drivers to better understand the current condition of their tires and the impact they have on road safety.

Describe the creative idea/insights

Worn tires are a safety risk on Finnish roads. This is a well-known fact. With four distinct seasons providing erratic weather the importance of proper tires is greatly highlighted. Still, according to research, drivers remain blissfully unaware of the condition of their tires. The data gathering process lead us to a research that revealed the shocking percentage of cars driving with unsafe tires all around Finland. To spread this fact, we used repurposed tires as media space to show people that the safe way to use worn tires is anywhere but on the roads. With the help of digital map services we pinpointed locations of repurposed tires around the SnapSkan locations to use as media space. By placing area specific data on the tires along with information about the service we managed to create a relevant and noticeable way of communicating our message.

Describe the strategy

Main objective of the campaign was to inform locals that they can now easily check the condition of their tires in local parking garages. That is why we decided to target the local people going on with their business around the area. These would be the people parking their cars in the garages with SnapSkan devices. Our plan to reach our audience had two parts: first, catch attention with a distinctive creative and second, to remind and inform. The first part of the plan took place around town utilising repurposed tires as advertising space and providing audiences with area specific data of local tire condition along with information about the service. The ambient advertising was accompanied by traditional outdoor in local areas. The second part of the plan took place in parking garages where we reminded people of the service and informed more practically how it works.

Describe the execution

The total budget of the campaign did not allow us to create a traditional large scale campaign, which led us to focus on locality. The implementation of the campaign had to happen simultaneously in multiple cities, which forced us to have teams in place in all chosen cities to place the tags on repurposed tires as soon as the campaign went live in other medias. More traditional medias used included, print ads in local newspapers, outdoor advertising in local areas and specifically designed ads placed at the ends of buses to attract drivers attention. Social media advertising was also used to spread the message with localised targeting. In parking garages, we had professionals informing people about the service and how it works. The main phase of the campaign lasted for a month. During this time we made the new service as visible as possible.

List the results

With The Safe Way To Use Worn Tyres, we wanted to increase awareness of road safety by highlighting the importance of the condition of drivers’ tires. To achieve this goal we had to provide information about the service and ultimately increase the number of scanned tires considerably around Finland. By using repurposed tires around the cities with SnapSkan devices, we gained media attention with over 100 articles written about the campaign and a reach of over 30 000 000 people worldwide. Most importantly, during the first month we managed to have over 450 000 tires scanned, which accounts for nearly 5% of all cars in Finland. Simultaneously the conversion rate was increased by over 60%, hopefully resulting in safer roads for both cars and pedestrians.