Nokian Tyres - New Tyres Launch Back to overview

Task

The objective: to present a new Nokian Hakka Z SUV tyre and demonstrate its characteristics – advanced stability on the road, high durability, concrete grip with the surface, easiness in control, temperature endurance, high aquaplaning resistance and its noiseless work. 

Idea

It’s obvious that the best way to tell about the product’s fine qualities is to see it in action.  The usual solution in this case would be taking the audience and making a test drive on the real road.  But we had another idea – we wanted to build our own test drive road. So we did.

We found a secret naval hangar and built a 13-meter scene filled with different obstacles and dangers. Than we took a real car, diminished it by 30 times right in front of our audience, and put in on this road challenge. Deathly earthquakes, deepest mud, heavy showers and even hell – nothing could stop Nokian Hakka Z SUV on its way! Reaching the finish line, the car regained its original size and appeared before the invited guests.

Success

The presentation gathered journalists from more than 30 big Ukrainian car publications, which resulted in 45 magazine articles and numerous internet coverage featuring both Nokian Hakka Z and positive and excited feedback about the event.