• Loading…

The Village Where Nothing Ever Happens / A Walk Through Miravete / Pebble / Tavern

Award: Wood Pencil

Wood Pencil / Direct / Moving Image / 2009

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again