Nokian is an international brand of tyres from Finland, with great merits in developing super-reliable products. They’ve invented the winter tyres for example. Their claim is: “stops you in time”.
Even though they’re just as good as the more famous Michelin, they don’t benefit from the same level of awareness. A problem we liked to help fixing.
The Nokian Guide – the guide that stops you in time.
We created the alternative of the Michelin Guide. Instead of recommending places to go, we came up with The Nokian Guide – for places where NOT to go!
We brought to life Nokian’s claim “stops you in time” in a different way, by preventing travellers from falling even in touristic traps.
We formed an editorial task force and we went out there to hunt all the places to be avoided within the city.
We teamed up with one the best local vloggers, who’s known for the best tips about our beloved Prague.
We co-opted one of the highest regarded local influencer to write some of the reviews – as he is the most famous when it comes to tips and recommendations about Prague. Also other independent journalists, known for their saucy quality writing, putting together not only very useful reviews of all “the attractions” to be avoided in the city, but also a great piece of literature.
We’ve distributed the guide through the biggest gas station network, touristic info points, hotels, cafes, restaurants and bars.
We’ve promoted The Guide through a series of fun ads, PR and memorable pieces of content that stirred conversations in media, online and beyond.
300% increase of the brand association with “stops you in time” claim.
90% of the English speaking media and the touristic channels covered the topic.
2 citations from the City Hall (solved in the meantime, we were right).
1st edition almost sold out.