Russian insurance brand Intouch, recently launched an experiential campaign known as; the Car vs Piano experiment, in which it dangled a 350kg grand piano, suspended by nine ropes, over a parked car, powered by the web. This is one the most innovative experiential campaigns I have seen, and it’s very exciting that this was executed by a car insurance company, who’s traditional ad-spend who would be reserved for tvc, print & radio.
The campaign connects users through the insurance company’s Website and Twitter account. Online users are able to determine the fate of the vehicle by tweeting and interacting with the campaign. The campaign, by Proximity Russia, was a massive success – the #carvspiano hashtag at one point became the second most trended topic on Russian Twitter, and 39% of visitors to the site returned for a second peek. Altogether, the numbers of visitors outstripped the media plan by 200%.