| Title | CAR VS PIANO |
| Agency | Proximity Russia |
| Campaign | CAR VS PIANO |
| Advertiser | INTOUCH/RSA |
| Brand | INTOUCH |
| Date of First Broadcast/Publication | 2012 / 4 |
| Business Sector | Insurance |
| Story | carvspiano.ru To prove how unpredictable car accidents are, Intouch insurance created a live 24/7 web broadcast. A grand piano was suspended from nine ropes above a car in a Moscow garage during seven days. Twice a day people could vote for an unpredictable real event resulting in one rope being cut. |
| Philosophy | To prove how unpredictable accidents are, a 350 KG grand piano was suspended from nine ropes above a car in a Moscow garage for seven days. Twice a day an unforeseen daily event could result into one rope being cut. For example: if the temperature in Moscow rose to +21C one rope would be cut. We kept the audience intrigued, waiting for the next rope to be cut-or not using a live broadcast 24/7 on carvspiano.ru |
| Problem | Russian drivers are real optimists. They believe car accidents can be avoided by just by driving safely. But in reality accidents are completely unpredictable. Intouch car insurance company wanted them to re-think this false impression using a real experiment aimed at engaging them to consider buying a ”no fault” car insurance. |
| Result | • #carvspiano was the second most trended topic in Russian Twitter • 39% of participating visitors returned to the website more than once during the week • 50% of traffic was generated by word of mouth • The audience exceeded client’s media plan by more than 200%. • More than $200.000 in earned media |
| Media Type | Web Site |
| Soundtrack | GOUDRON MUSIC |
| More Information | http://www.carvspiano.com |
| Creative Director | Andres Vergara |
| Creative Director | Luis Tauffer |
| Copywriter | Ilya Andreyev |
| Copywriter | Polina Zabrodskaya |
| Art Director | Cloves Menezes |
| Art Director | Lucas Zaiden |
| Art Director | Andres Vergara |
| Art Director | Luis Tauffer |
| Agency Producer | Valery Gorhov |
| Agency Producer | Igor Kholopov |
| Account Executive | Alena Alexandrova |
| Account Director | Ekaterina Smygina |
| Production Company | Park Productions |
| Interactive Production Company | INDEE Interactive |
| Music Company / Composer | Goudron Music |
| Agency | BBDO Russia Group |
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