Maxwell Sackheim Award - Best in Show - Shackleton & Conect

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The village where nothing ever happens/Business campaign

Agency: Shackleton
Client: Conect

Conect Pay TV Thematic Council spent 20 years running advertising campaigns talking about advertising efficiency. Looking for a new approach, it turned to agency Shackleton, which came up with a four-step process to reach business owners. It chose an unknown, never-advertised-on-TV product; launched an advertising campaign only on Pay TV, with a clear call to action to the product's Web site; measured knowledge, awareness, traffic and sales before, during and after the Pay TV campaign; and credited Pay TV for the experiment's efficiency and announced it to the market. The unknown product: An actual village, Miravete de la Sierra, “where nothing ever happens.” Its inhabitants appeared in four spots, broadcast solely on Pay TV channels. The “product” Web site featured a virtual tour; online reservations; a goat-milking game, downloadable ringtones and screensavers; a place to donate to the village's church; bios of the 12 inhabitants; and a map to Miravete. The campaign boosted both the village's economy — its two bed and breakfasts booked solid for four months — while demonstrating the effectiveness of Pay TV media. The Web site was visited 517,000 times.

General Creative Director
Juan Nonzioli

Executive Creative Director
Juan Silva

Copywriter
Carlos Janini

Digital Copywriter
Irene Vidal

Art Directors
Pablo Gonzalez, Carlos Alvarez

General Manager
Lucia Angulo

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