Shackleton in Spain in 2008 demonstrated the power advertising on Pay TV channels with a campaign promoting tourism in Miravete, the village where nothing ever happens (El pueblo en el que nunca pasa nada). The campaign was developed for El Consejo Especialista en Canales Temáticos, CONECT (Specialised Council of Thematic Channels).To test the efficiency of Pay TV the agency had to choose a product that was unknown and had never been advertised on television. The campaign would need to be launched only on Pay TV, with a clear call to action related to the product and its web site. They needed to set up variables that could be measured before, during and after the campaign: knowledge, awareness, site traffic and sales. At the end of the project Pay TV would be accredited for the experiement’s success in a public way.
The campaign won seven Lions at Cannes International Advertising Festival 2009: 2 Direct Gold (Use of Media Direct Response Broadcast: TV, Radio & Infomercials, Product & Service Publications & Media), 2 Direct Silver (Use of Media Direct Response Digital: e-commerce, online advertising & brand awareness, and Best Integrated Campaign Led by Direct Marketing), 2 Promo Silver (Best Integrated Campaign led by Sales Promotion, Publications and Media) and 1 Promo Bronze (Best use of TV in a Promotional Program).
Objective of the direct campaign
Pay TV Thematic channels have spent 20 years running advertising campaigns talking about its advertising efficiency. On 2008, they were looking for a different reaction. It was time to stop talking about efficiency and we decided to demonstrate it unequivocally 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.
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 much bigger and important city. Few weeks later, Miravete became a media and tourist phenomenon, attracting plenty of tourists and journalists.
Since Pay TV was the only media channel involved, its role was direct and unquestionable. Subsequently, the “Miravete Case Study” was elaborated and detailed results were presented to media and advertisers in order to communicate the efficiency of Pay TV. We headed for a challenge: Create a different, unexpected tourism campaign. Amidst tourism campaigns that bear a huge offer 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.
Four TV Spots starred by its 12 inhabitants invited the viewers to the village.
86 year old Cristobel Sanguesa provides the narrative. “There are no cars or traffic lights here, the only work is going to buy bread, check the kitchen garden and the hens”.
We’re introduced to the 12 inhabitants one by one. In reality there are usually 47 people staying in the village over the winter, with many more arriving in the summer.
A game of cards and a coffee in the local tavern
Two men in the village retrieve a rock from the local stream.
The site included a 3D virtual tour through the the village led by its eldest inhabitant Cristobal. An online reservation office allowed visitors to book a room in the “Priest’s House” or in the rural hostel. Participants were invited to take part in the village’s most common activity, goat milking. Replicas of the 12 inhabitants were made available for sale, along with free ringtones, screensavers and campaign materials. A donations facility allowed donations to buy tiles to restore the church’s roof.
- Amidst the crisis, the thematic channels increased their advertising market share 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 and breakfast booked solid for four months.
Advertising Agency: Shackleton
Executive Creative Director: Juan Silva
Copywriter: Juan Silva/Carlos Janini
Art Director: Carlos Alvarez