Tom Tom: HOW TO DISAPPEAR A 25.000 CARS JAM?

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.