Integrated Media from BBDO Russia for Intouch Insurance

To prove how unpredictable car accidents are, Intouch insurance created a live 24/7 web broadcast. A 359 KG grand piano was suspended from nine ropes above a car in a Moscow garage during seven days. Twice a day  people could vote on a live broadcast 24/7 on carvspiano.ru for an unpredictable real event resulting in one rope being cut. For example: if the temperature in Moscow rose to +21C one rope could be cut. If FC Barcelona advanced to the Champions League Final that same week, another rope would be cut. A live Twitter feed was projected on the wall and a timer clock kept the audience intrigued, waiting for the next rope to be cut-or not. On the 6th day the piano fell down on the car and proving that even if we couldn’t save the world from falling pianos we did make more drivers consider buying our  intouch ”no fault” car insurance.

 

Official  video of the case  http://youtu.be/AOKyXIjJzcc

 

Results:

•       #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  

 

Credits: 

Creative Directors: Luis Tauffer, Andres Vergara 

Art Director: Luis Tauffer, Andres Vergara, Lucas Zaiden, Cloves Menezes, 

Copywriters: Polina Zabrovakaya

Digital Creative: Ilya Andreyev

Photographer: Artiom Gelvez Kostenko

Digital Director: Ekaterina Smygnia

Digital Producer: Igor Kholopov

Client Service: Alena Aleksandrova

Agency Producer: Valery Gorhov

Production House: Park Productions

Digital Production House: INDEE Interactive

Music Production House: Goudron Productions

Sound Studio: CM Records