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.

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.

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.