18 days. 13 groups. 500 participants. One extraordinary setting.
When Nokian Tyres unveiled the new Hakkapeliitta 01 winter tyre, the ambition was to create
far more than a traditional product launch. This was the introduction of a groundbreaking
innovation – one that called for an experience as exceptional as the product itself.
Liwlig was entrusted with the end-to-end planning and delivery of the international launch at
Nokian Tyres’ White Hell testing centre in Ivalo, Finland. 13 international customer and media groups, nearly 500 guests in total, travelled to the heart of Finnish
Lapland to witness the new era of winter driving.
The concept was built around a simple yet powerful idea: a product engineered for the
world’s most demanding winter conditions should be introduced in an environment that puts
its performance to the ultimate test.
We transformed the White Hell testing centre into an immersive brand experience where
Arctic nature, cutting-edge technology and the unique atmosphere of Lapland came together.
Typically reserved for product development, the facility was reimagined as a world-class
event venue. Premium event environments were created within the client’s own facilities,
placing both the product and its story firmly at the centre of the experience.
Rather than simply presenting the innovation, we put guests behind the wheel and allowed
them to experience its capabilities for themselves.
Every touchpoint of the guest journey was carefully orchestrated from travel logistics and
test-driving experiences to memorable evening programmes. The event’s technical design
and production were delivered in collaboration with Creative Technology.
The result was a launch where product, place and experience combined seamlessly to tell a powerful and authentic brand story.
Guests did more than learn about the new technology – they experienced its performance in
the exact conditions it was designed for. The launch generated significant international
attention and further strengthened Nokian Tyres’ position as a pioneer in winter driving
innovation.
The impact was also reflected in participant feedback. Following the event, attendees rated
the statement “The event confirmed that Nokian Tyres is the No. 1 brand in winter tyres” an
outstanding 4.83/5.
