Title	THE VILLAGE PHONE PROMOTION
Brand	GRAUBUENDEN FERIEN
Product/Service	TOURISM BOARD FOR GRAUBUENDEN
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	JUNG von MATT/LIMMAT Zürich, SWITZERLAND
Idea Creation	JUNG VON MATT/IMPACT Zurich, SWITZERLAND
PR	JUNG VON MATT/IMPACT Zurich, SWITZERLAND
Production	FERRARI & KAEMPFEN Kilchberg, SWITZERLAND

Name	Company	Position
Samuel Christ	Jung von Matt / Limmat	Executive Creative Director
Johannes Raggio	Jung von Matt / Limmat	Creative Director
Marco Zimmerli	Jung von Matt / Limmat	Creative Director
Alain Eicher	Jung von Matt / Limmat	Copywriter
Lukas Frischknecht	Jung von Matt / Limmat	Art Director
Andrea Klainguti	Jung von Matt / Limmat	Art Director
Joelle Hauser	Jung von Matt / Limmat	Graphics
Marco Dettling	Jung von Matt / Limmat	Account Supervisor
Monika Arnold	Jung von Matt / Limmat	Account Manager
Roman Moesli	Jung von Matt / Limmat	Account Executive
Roman Meister	Jung von Matt / Limmat	Account Manager
Sarida Bossoni	Jung von Matt / Limmat	Agency Producer
Ralf Braendle	Jung von Matt / Limmat	Technical Supervision
Matthias Wobrock	Jung von Matt / Limmat	Online Marketing
Dominik Habermacher	Jung von Matt / Limmat	Online Marketing
Christoph Kinsperger	Jung von Matt / Limmat	Public Relations
Luc Kaempfen	Ferrari & Kaempfen	Director
Jingle Jungle	Jingle Jungle	Sound Studio
Henri Sieber	Kamerawerk	Technical Support
Valentin Altorfer	Simple Mechanik	Technical Support

The Campaign

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.

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

The Situation

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 Strategy

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.