The Graubünden region has many small villages. Tschlin is one of the quietest. It’s so quiet that when the phone in the village square rings you can hear it everywhere. The people of Tschlin wanted to demonstrate this with a promotion. The promise: if you call us on this phone and we don’t hear it, you will win a holiday. The promotion was launched with an online video, which ran for six days. The participants could see villagers on the phone, live on a website.
Creative Execution
We installed a camera in the phone booth so that everyone could see which villager was actually speaking. We also installed one on a roof to help the participants see if someone was near the phone and to prove that nobody was waiting next to it. The promotion took place for six days from 10 a.m. - 8 p.m. During the night, there was only silence, because an answering machine was on so that the inhabitants could sleep. No actors were involved or needed, because every local was enthusiastic about the idea and helped organize this exceptional week.
In six days:
over 30,000 calls
3,906 conversations
over 1.5 million viewings of the online videos
23 million reached through media
For six days people experienced and followed the quietness and the everyday life of a mountain village through a webcam and talk to the inhabitants of this small village in Graubünden. Short and entertaining videos, which documented the exceptional week in the village, enriched the promotion.
The promotion took place from 10 a.m. - 8 p.m. during a working week. That way people could participate when they most longed for peace and tranquillity. Thanks to the website, phone and some additional videos, which documented the promotion during the week, they were able to experience the friendly inhabitants and the quiet village for themselves.