A Record-breaking Viral Video

The Fastest Side Wheelie in a Car

Watch our entry!

Background

Nokian Tyres is specialised in designing and manufacturing safe, durable, and environmentally friendly tyres for demanding driving conditions. The company is our long-time client with its subsidiary, tyre retail chain Vianor.

We are constantly looking for new ways to enhance the brand recognition of Nokian Tyres, to gain coverage for the brand in international media, and to design content for social media that impacts consumers who appreciate premium-quality tyres.

When Nokian Tyres brought a new tyre line, that uses groundbreaking Aramid Sidewalls technology, to the market, it provided an opportunity to design a bold marketing campaign that would also enhance the brand image.

 

Campaign videos

The Record Drive

360° Experience

Behind the Scenes

Teaser

From a record-breaking concept…

Nokian Tyres is actively challenging its competition in Central-European and North-American markets, and that requires strengthening its brand further.

When Nokian Tyres brought a new tyre line, that uses groundbreaking Aramid Sidewalls technology, to the market, it provided an opportunity to design a bold marketing campaign that would also enhance the brand image.

We found our story in the annals of motorsports history. We had tracked down a Guinness World Record that had been unbroken for nineteen years and the man to break it in the spirit of Nokian Tyres. The man was renowned Finnish stunt driver Vesa Kivimäki, and the record was the fastest side wheelie in a car.

The concept was just the right fit for the northern, slightly reckless, and headstrong brand of Nokian Tyres. In addition to that, the products and expertise of Nokian Tyres and Vianor would help Kivimäki in his attempt to break the record.

As our target customers enjoy videos with fast cars and skillful driving, we were confident, that we would find, captivate, and activate our audience.

…to a killer campaign

Make no mistake, Kivimäki broke the world record with his first attempt. We had documented the fastest side wheelie in a car ever – a new Guinness World Record.

We launched the campaign with an international PR blitz and a web site featuring our four campaign videos of the record-breaking drive. With production costs included, the total campaign budget was only 81 000 euros.

The Results

The Fastest Side Wheelie in a Car was one of the most successful campaigns in the long history of Nokian Tyres. The campaign accumulated brand value that you can’t buy with just money.

We wanted to break a 19 years old Guinness World Record with them – The Fastest Side Wheelie in a Car. In just two months the new records reached over 104 000 000 unique views on digital and social media globally. Our client’s new record got more than 450 articles in more than 50 countries. Total media value over 7,3 million euros. And the whole budget was just 80 000 €. Out of that only 1 500 € was used for marketing. That is the power of a great story. We created the the biggest media coverage generating story in our client’s history.

The campaign was top 5 campaigns in Finland last year: we received four marketing and communication finalist positions in important competitions: Effie, AdProfit, Golden Hammer and GrandOne. Our categories were Best Campaign of the Year and Best Online Campaign of the Year and Best Content and Entertainment by a Brand.

Heatmap of articles published 24 October – 30 December

A new Guinness World Record

Television news spots all over Europe

The interest of all major car media outlets in the world

Integrated global PR campaign with breathtaking videos and pictures

117 % growth in Nokian Tyres’ own media channels

Over 78 million people reached through social media

457 news articles in 57 countries

Over 104 million people reached overall

Media value of over 7,3 million €
ROI = 90

Highlights from the social media

Read some of the international media coverage!