Conect empirically demonstrated the advertising efficiency of Pay TV channels through a real exercise involving four 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 to 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. We decided on a challenge: create a different, unexpected tourism campaign. Amid tourism campaigns boasting a huge range of activities, we chose to invite people to do nothing: 'Here nothing ever happens. How long has it been since nothing happens to you? Come to Miravete. www.thevillagewherenothingeverhappens.com'. Four TV spots, starring its 12 inhabitants, were broadcast exclusively on Pay TV channels, and invited viewers to the village and its website.
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