CONECT (SPECIALIZED COUNCIL OF PAY TV THEMATIC): VILLAGE WHERE NOTHING EVER HAPPENS

Credits:

Type of Entry: Product & Service
Category: Publications & Media
Title: VILLAGE WHERE NOTHING EVER HAPPENS
Advertiser/Client: CONECT - SPECIALIZED COUNCIL OF PAY TV THEMATIC CHANNELS
Product/Service: PAY TV ADVERTISING/MIRAVETE VILLAGE
Entrant Company: SHACKLETON Madrid, SPAIN
Sales Promotion/Advertising Agency: SHACKLETON Madrid, SPAIN
Creative Credits
Name Company Position
Juan Nonzioli Shackleton General Creative Director/Copywriter
Juan Silva Shackleton Executive Creative Director/Copywriter
Carlos Janini Shackleton Copywriter
Carlos Alvarez Shackleton Art Director
Manuela Zamora Shackleton Audiovisual Production Manager
Cristina Cortizas Shackleton Producer
Luz González/Lucia Angulo Shackleton Account Manager
Eva Galán Shackleton Account Supervisor
Elvis Santos Shackleton Pr Account Manager
Lara Garcia Shackleton Pr Copywriter
Enric Nel-Lo Shackleton Interactive Executive Creative Director
Xavi De La Cruz Shackleton Digital Copywriter
Jaume Leis Shackleton Digital Art Director
Carlos Wassmann Shackleton Digital Production Manager
Daniel Rocasalbas/Carlos Jimenez Shackleton Digital Programming
Joaquin Garcia Morato Shackleton Digital Account Manager
Marta Selles Shackleton Account Executive
Pablo Gonzalez De La Peña Shackleton Art Director
Irene Vidal Shackleton Digital Copywriter
Jordi Ramón Shackleton Digital Art Director
Details
Describe the brief from the client:
Pay TV Thematic channels had spent 20 years running advertising campaigns talking about its advertising efficiency. In 2008, they were looking for a different reaction; it was time to stop talking about efficiency and start demonstrating it unequivocally through a real exercise involving 4 steps: 1) Choose an unknown and never-advertised-on-TV product. 2) Launch an advertising campaign only on Pay TV, with a clear call to action, getting attention for the product and its website. 3) Measure variables (knowledge, awareness, traffic, sales) before, during and after. 4) Accredit Pay TV for the experiment’s efficiency and announce it to the market.
Describe how the promotion developed from concept to implementation:
We headed for a challenge: create a different, unexpected tourism campaign amidst tourism campaigns that promise peoplelots of offers and activities, we chose to invite people to do nothing: Our slogan was "HERE NOTHING EVER HAPPENS. HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU? COME TO MIRAVETE" www.thevillagewherenothingeverhappens.com Four TV Spots starred by its 12 inhabitants invited the viewers to the village and its website, which included: a) 3D virtual tour b) Reservation office c) Donations: buying tiles to restore the Church d) Merchandising: doll replicas of the inhabitants, ringtones, screensavers. e) Advergaming of the village’s most common activity: goat milking.
Describe the success of the promotion with both client and consumer including some quantifiable results:
- Amidst the current economic crisis, the thematic channels increased their advertising market share by a 5.05 % (value) and maintained its volume (seconds) against a decline of a 7.5% of general TV Stations. (Infoadex/Sofres). - 517,000 web visits. - Estimated Publicity: 574,540€. - Awareness: 498% increase: before 390,840, after 1,568,700 (IMOP). - Recall: 56% (CIMEC). - 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings). - 650 links and references (YouTube, Facebook) (Infometrics). - The two village bed & breakfast booked solid for 4 months.
Explain why the method of promotion was most relevant to the product or service:
The chosen product was Miravete de la Sierra: a tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a large, important city. A few weeks later, Miravete had become a media and tourist phenomenon, attracting plenty of tourists and journalists. The web and its features had simply thousands of users. The number of visits helped demonstrate the campaign´s impact. Subsequently, the “Miravete Case Study” was elaborated and detailed results were presented to media and advertisers to communicate the efficiency of Pay TV.