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The Village Phone Promotion

The Village Phone Promotion | Graubünden Ferien | Jung von Matt
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basics
Industry: Transport & Tourism
Media:Direct Market
Market:Switzerland
Style: Minimalism
descriptioncnen
Synopsis

Graubünden’s small villages urgently need more tourists. A campaign was needed that would appeal to stressed-out city dwellers seeking peace and quiet.
CampaignDescription

There are a lot of very quiet mountain villages in Graubünden. Tschlin is extremely quiet. It’s so quiet here that when the telephone in the village square rings, it is heard throughout the village. Residents of the village used this telephone for a competition. The promise: If you call us on this phone and we don’t hear it, you’ll win a holiday. Just leave a message on the voice box and you`re part of the raffle. The competition was launched with an online video and ran for six days. Callers could see who they were speaking to via a live webcam in the village.
Outcome

In just six days: -3906 conversations with village residents-Over 30,000 calls-63 winners -Over 50,000 visitors to dorftelefon.ch-Over 1.5 million views on YouTube, Facebook and news portals -Over 23 million people were reached via the campaign (total budget: CHF 110,000); corresponds to a media equivalent of CHF 1.8 million.
Execution

The competition was launched with an online video and ran for six days. Callers could see who they were speaking to via a live webcam in the village. The Press was invited to try the promotion themselves, that`s how media picked up the story that reached over 23 million people.
Relevancy

Direct is the dialogue category. Dialogue is the core of this idea. The response we got was over 30.000 participants via a telephone hotline.
Strategy

According to surveys, there is one thing above all else that stressed-out city dwellers want at the weekend or during their holidays: quiet. The mountain villages in the Graubünden tourism region are mostly small, with no more than 500 residents. As they are quite far from the large resorts, they are usually very quiet. This strategic springboard was turned into a fun activation.
credit
Brand:
Agency:
Executive Creative Director:
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Other credit:Entrant Company: JUNG von MATT/LIMMAT, Zürich, Switzerland
Media Agency: JUNG von MATT/LIMMAT, Zürich, SWITZERLAND
PR Agency: JUNG von MATT/LIMMAT, Zürich, SWITZERLAND
Technical Director, Ralf Brändli, Jung von Matt/ Limmat
Head of Performance and Analytics, Matthias Wobrock, Jung von Matt/ Limmat
Managing Partner, Dominik Habermacher, Jung von Matt/ Impact
Senior PR Consultant, Christoph Kinsperger, Jung von Matt/ Limmat
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Travel, Transport & Leisure
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