Experienced drivers don’t buy CASCO insurance because they believe their driving experience helps them always to be in control. This is why they consider CASCO to be a waste of money. Especially for them INTOUCH has launched a new product: insurance policy 'not at fault' that costs 50% less versus usual CASCO price and protects cars from any damage that happens through no fault of the driver. The main objective was to support the product launch, to create awareness and to convince experienced drivers that there were external factors outside their control that could seriously damage their cars.

By the end of the 3rd day, #carvspiano has become No.2 trending topic in Russia on Twitter, outnumbering in mentions the final game of the national hockey championship which took place that evening. The peak traffic was 22 times higher than average. The campaign viral effect brought over 50% of web-site visitors and by the 6th day the number of visitors.Exceeded 2 times the media plan. 39.03% of all the visitors returned to the website more than once which demonstrates the audience’s high interest in the campaign.

In Russia we say: 'You never know when a piano would fall from above'. To promote the new product we created an attention-grabbing metaphor based on this insight: a 350kg grand piano was suspended from nine ropes above a car. The safety of the car was decided by dozens of external factors. Twice a day a random event determined the fate of each rope: for instance if it rained, the rope was cut, if not – remained intact. The audience could choose the next factor and speed up the process by tweeting. The experiment was broadcast live 24/7 on carvspiano.com.

INTOUCH is an innovative player on the Russian insurance market, selling most of their insurance policies online and via call-centre. So we saw a perfect match. During this experiment the audience was following it live via multiple live-streaming cameras, communicating with the company 24/7 directly via Twitter and giving instant response. With the piano hanging by fewer and fewer ropes over the 7 days – ready to fall on the car at any time – drivers had plenty of time to consider whether they needed INTOUCH’s new insurance, get familiar with the new product and calculate their insurance.