Optimus Design & Branding, Case study, Making of UNLIKELY DUETS by Euro Rscg Lisbon


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Industry Telecommunications Services
Media Design & Branding, Case study, Making of
Market Portugal
Agency Euro Rscg Lisbon
Creative Director Jose Santos Vieira
Creative Nuno Leal, Filipa Neves
Released August 2011

Credits & Description

Category: Best use or integration of music
Advertiser: OPTIMUS
Creative Director: José Vieira (Euro RSCG)
Creative: Nuno Leal (Euro RSCG)
Creative: Filipa Neves (Euro RSCG)
Media placement: Net - youtube - 24/10/2011
Media placement: TV - Sic - 24/10/2011
Media placement: Radio - Comercial, TSF - 24/10/2011

Campaign Description
After a successful launch, achieving 4x more top-of-mind awareness than its competitors, Optimus needed to keep on innovating and delivering its new positioning: ‘Bringing Us Together’.

In this second phase of the campaign, the brand music - 'All together now', by The Beatles - was the point of connection between different Portuguese musicians and music styles. Fado and heavy metal, music for children and hip-hop, and other styles that usually clash came together in 5 musical videos that celebrated togetherness and friendship. All the artists that lent their voices to the campaign are reference musicians and singers in Portugal.
Due to their great success, the videos that were originally designed to be only online were adapted to other media, namely TV and radio. The high search for the different versions of the music also motivated the development of specific products: during the campaign, up to 30% of all downloaded ringtones were versions of the Unlikely Duets 'All together now'.

Our ‘Triple T’ strategy was, once again, an important guide in the development of our creative work:
1. Theme - the central subject of our communication are the connections between people, and how Optimus potentiates each one of them;
2. Tone - all pieces must convey real vibe, joy and celebration
3. Taste – regarding the choice of music and the relevant role that it must have in every piece, and a standardised photography and art direction.

With the new step of the campaign, Optimus has:
- Achieved more than 1.15m views (in 5 short films) in YouTube - equivalent to more than 10% of Portuguese population,
- Impacted positively the careers of Portuguese musicians. The great public acceptance has motivated other artists to get in touch with Optimus and express their will to be part of the campaign follow up.
- Gone from 3rd to 1st Portuguese mobile operator with the most views on its YouTube Channel.
- Potentiated their association to ‘awarenesses boosters’: the musicians and artists were so pleased with the results, that they deliberately helped spread the videos, though they didn’t have any obligation to do so.