Rubber and metal – Vianor changes tyres with Hammerfall

In Nokian Tyres’ opinion, advertising within the tyre industry is often boring, and they may have a point. So the company decided to do something about this by arranging and filming a surprise for customers at one of its Vianor retail centres in Gothenburg, Sweden. Unsuspecting motorists arriving for tyre changes were treated to a ‘personal gig’ from Swedish heavy metal band Hammerfall, and the YouTube video of the event (see below) has been viewed almost 700,000 times within three days.

Part of the Vianor experience involves understanding its customers, says Nokian Tyres. And as Gothenburg is home to a large number of heavy metal fans, Nokian dreamed up an event that would long be remembered, and got local band Hammerfall on board. Together, they gave the “world’s most unforgettable tyre change.” Nokian Tyres notes that the “surprise is real” when the customers find themselves in the middle of their dream gig.

”Personal service experience is becoming ever more crucial. In addition, advertising in this industry is too often, quite frankly, boring. We decided to do something different. We wanted to take the customer experience to a whole new level and give our customers an unforgettable experience together with Hammerfall,” commented Vianor’s marketing manager Roope Tähkä.

Hammerfall was enthusiastic about the idea from the start. “It was a great experience being part of this and giving something back to some of our devoted and diehard fans,” said Hammerfall vocalist Joacim Cans. “When Vianor approached us with this idea we didn’t hesitate for a second. We totally loved the idea. The fans were totally taken by surprise and their reactions were priceless to watch. I think this was an unforgettable day not only for the fans. It was a day to remember also for us in the band.”

Nokian Tyres promises that Hammerfall’s unique gig will “not be the only surprise tyre changers will face this spring.” Further plans remain a secret for now, however.