Intouch: Car vs. Piano Case Study

How to get insurance trending on Twitter.

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Russian insurance brand Intouch has concluded its Car vs Piano experiment, in which it dangled a 350kg grand piano, suspended by nine ropes, over a parked car. Twitter users and visitors to its website helped determine its fate. The campaign, by Proximity Russia, was a success - the #carvspiano hashtag at one point became the second most trended topic on Russian Twitter, and 39% of visitors to the site returned again. Altogether, the numbers of visitors outstripped the media plan by 200%.

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May 22, 2012
Proximity Russia
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