Awards International — 2025 /
MARKETING /
Best collaboration: Brand&Art
Agency
GREAT
Client
IKON TYRES
Description
Uncover the strategy behind using a viral video featuring an Olympic champion to present a new name of legendary tyres with a tighter budget than before and exceed the KPI for views by 157%
Situation In 2022, the Finnish tyre brand Nokian Tyres left the Russian market. However, the factory continued to operate maintaining the same premium quality. Nokian Tyres became Ikon Tyres. Yet, many drivers were unaware of the change.
At that time, countless brands in Russia were undergoing renaming process and reassuring customers that nothing has changed except the name.
Objective In the winter season, to grow an awareness of the new brand name, and inform that Ikon Tyres grip the road just as before, and maintain high media reach with a tighter budget in an oversaturated market full of identical brand messages.
Idea Create a viral music video with Olympic figure skating champion Alina Zagitova. Just like Ikon Tyres, she is a benchmark of movement on ice. A perfect match between celebrity and the brand.
Solution To create a stylish “No more Dancing on Ice” music video with Alina performing breathtaking stunts on the ice with Ikon Tyres — and singing for the first time ever, sparking that much needed viral buzz effect
We decided to release the video at the time when discussions about Alina Zagitova's leaving from the popular TV show with celebrities dancing on ice were still raging. The title of the show resonated with the campaign's slogan.
Results Viewing plan fulfilled by 157% 10,5 million watched to the end 20,5 million total views 25 639 (иконка сердечка) 4682 (иконка репоста) +20% increase in YoY sales - a 20 year record
Credits
Ikon Tyres Melnik Aleksandra - Brand manager Gorohova Anna - Marketing director
Great Doniukov Viktor - Account director Ponamarev Ilya - Senior account manager Kravchenko Ruslan - Creative director Zavyalova Valeria- Art-director Filatov Daniil - Copywriter
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