In this hilarious ad campaign for Tschlin village in Switzerland, Jung von Matt/Limmat’s six-day promotion invited people to call the village phone, and each time a resident failed to pick up, the caller could win a vacation. Via Adweek:
Tschlin, a bucolic community nestled in the majestic mountains of eastern Switzerland’s Graubünden region, is famed for being so peaceful, so quiet, that when the phone rings in the village square, the whole population of 166 can hear it.
“The key to success was the interaction,” JVM senior consultant Christoph Kinsperger tells Adweek. “People could become part of the campaign, whether you were from Tschlin or a caller.”
Callers visiting the contest website were able to see who they were talking to in Tschlin. That was a neat way to forge a connection, literally, between a destination and potential visitors, and in keeping with the spirit of other recent tourism campaigns designed to creatively convey a sense of local color. In fact, JVM and Graubünden have teamed up for innovative campaigns twice before, dispatching a wacky yodeler as a goodwill ambassador last year and leveraging Facebook in fun fashion in 2011.
Credits
Client: Graubünden Tourism
Manuela Ruinatscha-Michel: Head of Product Development
Nicole Derungs: Project Manager
Agency: Jung von Matt/Limmat
Samuel Christ: Executive Creative Direction
Johannes Raggio, Marco Zimmerli: Creative Direction
Alain Eicher: Copy
Lukas Frischknecht, Andrea Klainguti: Art Direction
Joelle Hauser: Graphics
Marco Dettling, Monika Arnold, Roman Mösli, Roman Meister: Consulting
Sarida Bossoni: Art Buying
Ralf Brändli: Head of Technology
Matthias Wobrock, Dominik Habermacher: Online Marketing
Christoph Kinsperger: Public Relations
External partners:
Luc Kämpfen: Film Production: ferrari.kämpfen
Jingle Jungle AG: Sound
Nicolas Henri Sieber: Tech: Kamerawerk GmbH
Valentin Altorfer: Tech: Simple Mechanik