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