Miravete de la Sierra – The Village where nothing ever happens
Posted on Novembro 18, 2009
Really nice ad campaign created by SHACKLETON Madrid, in order to demonstrate the power of advertising on Pay TV channels with a campaign promoting tourism in Miravete de la Sierra, The village where nothing ever happens (El pueblo en el que nunca pasa nada). The campaign was developed for the Specialised Council of Thematic Channels.
Shackleton chose to invite people to do nothing in Miravete de la Sierra, a tiny village with 12 residents in the province of Teruel, Spain. Four television commercials starring Miravete’s twelve inhabitants were broadcast exclusively on Pay TV channels, inviting the viewers to the village and its web site. “Here nothing ever happens. How long has it been since nothing happened to you? Come to Miravete, at www.thevillagewherenothingeverhappens.com
TV Comercials:
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,this activity became an online game.
Village’s merchandising was created: 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.
P.S- Sorry for the spanish videos, we found a TV news coverage making an overview of this experimental communication project.
Via: The Inspiring Room
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