2012 Results

CAT 40 - Consumer Services & Household Interactive (INT)



Intouch Car Insurance, "Car vs Piano"40-01356-INT

URL: http://carvspiano.ru/awards/cyberlions/A06/

Agency (city): BBDO Russia Group

Creative Director(s): Luis Tauffer / Andres Vergara

Copywriter(s): Polina Zabrodskaya

Art Director(s): Luis Tauffer / Andres Vergara / Lucas Zaiden / Cloves Menezes

Photographer(s): Artiom Gelvez Kostenko

Production Company (& City): Park Production / INDEE Interactive

Agency Producer(s): Valery Gorohov

Digital Creative: Ilya Andreyev

Digital Director: Ekaterina Smygina

Project Manager: Igor Kholopov

Digital Manager: Alena Aleksandrova

Music Production House: Goudron Music Factory

Sound Studio: CM Records

Park Production - Producer: Maria Yakushina

Park Production - Production manager: Andrey Grishin

Park Production - General producer: Dmitriy Dobuzhinsky

INDEE Interactive - Digital Director: Evgeny Borisov

INDEE Interactive - Digital Producer : Alexey Zinchenko

Short explanation

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.