CAR VS PIANO by BBDO Russia Group for Intouch

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CAR VS PIANO

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Industry Insurance
Media Film, Digital, Interactive & Mobile
Market Russia
Agency BBDO Russia Group
Art Director Andres Vergara, Luis Tauffer, Cloves Menezes, Lucas Zaiden
Copywriter Polina Zabrovakaya
Digital Creative Ilya Andreyev
Released June 2012

Awards

AD STARS 2013
Interactive Finance/Services Crystal
Media Finance/Services Crystal

Credits & Description

Type of entry: Websites & Microsites
Category: Financial Services
Advertiser: INTOUCH
Product/Service: CAR INSURANCE
Agency: BBDO RUSSIA GROUP Moscow, RUSSIA
Advertiser INTOUCH
Product CAR INSURANCE
Entrant BBDO RUSSIA GROUP Moscow, RUSSIA
Type of Entry: Websites & Microsites
Category: Financial Services
Title: CAR VS PIANO
Advertiser/Client: INTOUCH
Product/Service: CAR INSURANCE
Entrant Company: BBDO RUSSIA GROUP Moscow, RUSSIA
DM/Advertising Agency: BBDO RUSSIA GROUP Moscow, RUSSIA
Creative Director: Luis Tauffer (BBDO Russia Group)
Creative Director: Andres Vergara (BBDO Russia Group)
Art Director: Luis Tauffer (BBDO Russia Group)
Art Director: Andres Vergara (BBDO Russia Group)
Art Director: Lucas Zaiden (BBDO Russia Group)
Art Director: Cloves Menezes (BBDO Russia Group)
Copywriter: Polina Zabrovakaya (BBDO Russia Group)
Digital Creative: Ilya Andreyev (BBDO Russia Group)
Digital Director: Ekaterina Smygnia (BBDO Russia Group)
Digital Producer: Igor Kholopov (BBDO Russia Group)
Client Service: Alena Aleksandrova (BBDO Russia Group)
Brief Explanation
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.