| Title | Car vs Piano |
| Agency | BBDO Russia Group |
| Campaign | Car vs Piano |
| Advertiser | Intouch |
| Brand | Intouch |
| Date of First Broadcast/Publication | 2012 / 4 |
| Business Sector | Insurance |
| Story | Idea description: 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/AOKyXIjJzccDownload link http://www.sendspace.com/file/cwb7mh |
| Result | Results:• carvspiano was the second most trended topic in Russian Twitter• 39% of participating visitors returned to the website more than onceduring 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 | Social Media |
| Digital Artist | Igor Kholopov |
| Digital Artist | Ekaterina Smygnia |
| Photographer | Artiom Gelvez Kostenko |
| Digital Artist | Ilya Andreyev |
| Copywriter | Polina Zabrodskaya |
| Art Director | Cloves Menezes |
| Art Director | Lucas Zaiden |
| Art Director | Andres Vergara |
| Art Director | Luis Tauffer |
| Creative Director | Andres Vergara |
| Creative Director | Luis Tauffer |