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

A service that automatically measures tire condition and offers drivers the option of accessing that data, with an opportunity to easily purchase new tires, tested very well and was chosen as the approach.

An IoT service that utilized 3D scanning technology, 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 scanning strip. 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 or visiting the SnapSkan website.

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.

Collecting tire condition data from a wide audience is challenging. Setting up a 3D scanning station at high traffic areas is a good start, but in most markets, drivers have to provide expressed permission for that data to be useful. A creative approach was needed in which drivers were encouraged to allow for their tire data to be collected, processed and shared.

The SnapSkan report 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 scanning strip. 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 or visiting the SnapSkan website.

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

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.

Plans are in place to roll the service out at parking garages and other facilities in Finland and, eventually, internationally.

SnapSkan is relevant for the creative data category because the data collected in this unique drive-over tire scanning service is packaged into a convenient, simple and vitally important summary of a driver's current tire condition. The data that drivers have the option of accessing includes an accurate measurement of their tires' tread depths and how those numbers correlate to braking distance. And if the data indicates severely worn tires, an offer on new set of Nokian Tyres is shared with drivers. This is an innovative way of generating new tire sales, building customer relationships and improving road safety.

By utilizing 3D scanning technology, machine vision and the newest web technologies SnapSkan offers a new, free service that delivers an easy to read, yet highly valuable tire condition report, directly to a driver's mobile phone. 

Drivers who have downloaded their SnapSkan reports have also accepted the tracking of their tires on Nokian Tires' tire database. This saved tire data will open new potential service opportunities in the future.

Up-to-date information combined with the easiest way to renew tires adds to the safety of all road users. SnapSkan allows drivers to receive a tire offer with just one click. The service is also being launched in tire markets where there is no need for seasonal tires, therefore constant monitoring of tire condition is particularly important for road safety.

Nokian Tyres wanted to improve road safety. In most countries, worn tires are a contributing factor to a significant percentage of car accidents. Improving drivers' awareness of the condition of their tires and their impact on the safety of their loved ones would decrease road accidents and increase tire sales.

For most consumers, safety is one of the primary criteria for choosing a tire, but very few will go out of their way to get their tires checked. Thus the two key challenges were getting data about tire condition and providing drivers with easy access to that data. IoT technology appeared to offer the best solution.