Cannes Lions

SnapSkan

SEK, Helsinki / NOKIAN TYRES / 2018

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

After extensive driver interviews Nokian Tyres concluded that many drivers aren't aware of the condition of their tires or the impact that worn tires have on things like braking distance.

An IoT service that utilized 3D scanning, machine vision and the newest web technologies was developed. It was branded, SnapSkan.

Placed at the entrance of busy parking garages, cars drive over a laser scanner. Data about tire surface condition is stored in a database. The car's registration number is scanned into a separate database and the tire data is not associated with a registration number until the driver provides expressed permission by requesting a report - by SMS.

The shared report provides clear, accurate information on current tire condition, how it relates to braking distance and an offer on a new set of Nokian Tyres is included if the scanning results revealed dangerously worn tires.

Execution

SnapSkan was developed and presented as a useful way to get relevant, personal tire information that clearly lets drivers know exactly how worn their tires are, with millimetre- accuracy and how those numbers impact road safety. It is a report that driver's were curious to learn more about.

Placed at the entrance of busy parking garages, cars drive over a laser scanner. Data about tire surface condition is stored in a database. The car's registration number is scanned into a separate database and the tire data is not associated with a registration number until the driver provides expressed permission by requesting a report - by SMS.

The downloaded report provides drivers with the information they want and allows Nokian Tyres to open new, potential service opportunities in the future.

Outcome

By taking the measurement service to where the drivers are, Nokian Tyres raises awareness of tyre condition and improves road safety. The pilot made it clear that people are willing to buy tires in conjunction with the measurement.

In northern markets where tire sales are traditionally seasonal, Snapskan provides Nokian Tyres with a new channel for year-round sales. Trackable tire condition data also makes it useful for Nokian Tyres, giving them knowledge of when is the best time to contact customers.

The service launch generated a massive amount of international interest, with over 400 articles in the press, worldwide. An estimated media audience of 66 million was calculated during its first six weeks in operation.

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