Tom Tom Outdoor HOW TO DISAPPEAR A 25.000 CARS JAM? by Bungalow 25 Madrid

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HOW TO DISAPPEAR A 25.000 CARS JAM?

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Industry Electronic Devices & Home Appliances
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Spain
Agency Bungalow 25 Madrid
Executive Creative Director Pablo Perez-Solero. Julio Galvez
Creative Director Iñigo Ancizu, Javier Galiana
Released December 2011

Credits & Description

Category: Special Build
Advertiser: TOM TOM
Product/Service: TOM TOM HD TRAFFIC
Agency: BUNGALOW25
Executive Creative Director: Pablo Pérez-Solero
Creative Director: Iñigo Ancizu/Javier Galiana
Other Credits: Account Director (Marta Larrauri)/Account Executive (Raquel López De Lacalle)
Executive Creative Director: Julio Gálvez

Ambient Execution Description
How to disappear a 25.000 car jam?
HD Traffic is a Tom Tom service that guides the driver through the less congested route.
If only 10% of drivers would use it, the traffic would be smoother on the roads.
In other words, the traffic jams would disappear.
To demonstrate the benefits, the night of the 15th November we blocked off San Bartolomé Street, in the heart of Madrid, and placed 25.000 toy cars. The entire street drew to a stand still.
In other words, we created the largest worldwide jam: 25.000 cars.
Then in less than 15 minutes, it had gone away.

The action generated over 200 news in the mainstream national media: TV, press and online.
More than 1500 warnings in Google, via RSS.
500 links through Social Media.
It reached hundreds of Bloggers worldwide.