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.

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 participants of the promotion who didn’t win a price (98,4%) could talk directly with the inhabitants of the small village in Graubünden and could participate in their everyday life. They could also see the village square on a webcam and experience the quietness for themselves.

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.

The small villages of Graubünden urgently need more tourists. With so few visitors, it’s very quiet there. Their objective was to turn their weakness into one of their biggest strengths, thereby promoting the quietness of their villages.