INTOUCH - "CAR VS PIANO"

Proximity Russia

Proximity Russia Moscow, 俄罗斯

奖项

9910

品牌: INTOUCH
国家: 俄罗斯

广告主: INTOUCH/RSA

标题	CAR VS PIANO
广告公司	Proximity Russia
广告战役	CAR VS PIANO
广告主	INTOUCH/RSA
品牌	INTOUCH
首次发布日期	2012 / 4
行业领域	保险
剧情简介	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.
哲学	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
问题	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.
结果	• #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
媒体类别	网站
Soundtrack	GOUDRON MUSIC
更多信息	http://www.carvspiano.com
创意总监	Andres Vergara
创意总监	Luis Tauffer
文案	Ilya Andreyev
文案	Polina Zabrodskaya
美术指导	Cloves Menezes
美术指导	Lucas Zaiden
美术指导	Andres Vergara
美术指导	Luis Tauffer
广告公司制片	Valery Gorhov
广告公司制片	Igor Kholopov
客户主管	Alena Alexandrova
客户总监	Ekaterina Smygina
制作公司	Park Productions
Interactive Production Company	INDEE Interactive
音乐公司	Goudron Music
Agency	BBDO Russia Group