Pay TV Thematic channels had spent 20 years running advertising campaigns talking about its advertising efficiency. In 2008, they were looking for a different reaction; it was time to stop talking about efficiency and start demonstrating it unequivocally through a real exercise involving 4 steps: 1) Choose an unknown and never-advertised-on-TV product.

2) Launch an advertising campaign only on Pay TV, with a clear call to action, getting attention for the product and its website.

3) Measure variables (knowledge, awareness, traffic, sales) before, during and after.4) Accredit Pay TV for the experiment’s efficiency and announce it to the market.

We headed for a challenge: create a different, unexpected tourism campaign amidst tourism campaigns that promise peoplelots of offers and activities, we chose to invite people to do nothing: Our slogan was "HERE NOTHING EVER HAPPENS. HOW LONG HAS IT BEEN SINCE NOTHING HAPPENS TO YOU? COME TO MIRAVETE"www.thevillagewherenothingeverhappens.comFour TV Spots starred by its 12 inhabitants invited the viewers to the village and its website, which included:a) 3D virtual tourb) Reservation officec) Donations: buying tiles to restore the Churchd) Merchandising: doll replicas of the inhabitants, ringtones, screensavers.e) Advergaming of the village’s most common activity: goat milking.

- Amidst the current economic crisis, the thematic channels increased their advertising market share by a 5.05 % (value) and maintained its volume (seconds) against a decline of a 7.5% of general TV Stations. (Infoadex/Sofres).- 517,000 web visits.- Estimated Publicity: 574,540€.

- Awareness: 498% increase: before 390,840, after 1,568,700 (IMOP).- Recall: 56% (CIMEC).- 10 times more visits than turismosevilla.org, Bilbao.net (Nielsen Netratings).- 650 links and references (YouTube, Facebook) (Infometrics).- The two village bed & breakfast booked solid for 4 months.

The chosen product was Miravete de la Sierra: a tiny village with amiable people, on Sierra de Lastra, Maestrazgo County, Province of Teruel. Its 12 inhabitants became the stars in a real tourism campaign as if it were a large, important city.

A few weeks later, Miravete had become a media and tourist phenomenon, attracting plenty of tourists and journalists.

The web and its features had simply thousands of users. The number of visits helped demonstrate the campaign´s impact. Subsequently, the “Miravete Case Study” was elaborated and detailed results were presented to media and advertisers to communicate the efficiency of Pay TV.