PT COMUNICAÇÕES Print MEO FORA DA BOX by Partners Portugal

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Industry Telecommunications Services
Media Print, Magazine & Newspaper
Market Portugal
Agency Partners Portugal
Creative Director Lourenço Thomaz E Susana Sequeira
Art Director Ivo Purvis, Pedro Lima
Copywriter Pedro Prado, Eduardo Lima
Released January 2012

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: PT
Creative Director: Susana Sequeira/Lourenço Thomaz (MSTF Partners)
Copywriter: Pedro Lima (MSTF Partners)
Art Director: Ivo Purvis (MSTF Partners)
Account Director: Francisco Arbués (MSTF Partners)
Planner: Tomás Froes (MSTF Partners)
Media placement: TV - TV - 10 May 2011

Describe the objective of the promotion.
With Portugal immersed in a scenario of crisis and social depression what better idea for the brand than to make a country laugh?

Describe how the promotion developed from concept to implementation.
So we decided to create a new format, an advertising series with themed episodes of 15 to 20 minutes each, and tell the story of 4 people who take on the communication management of the MEO brand. And we created a new television channel - channel 54, where the series would be shown exclusively to customers of the brand. The first step was to create a studio to shoot the new television series. The 1st episode was launched through an advertising campaign that presented the series as a television series.

Explain why the method of promotion was most relevant to the product or service.
Looking to the brand DNA we've found it's raison d'etre: offer the best TV experience. An experience where the content is as important as the shape (and features).

So we created the first branded TV show for a subscription TV service

Describe the success of the promotion with both client and consumer including some quantifiable results.
On the first day, on 3 platforms, the first episode received more than 500,000 views.

The first episode was the most-viewed first episode in the year for a series on cable TV.
MEO brand became the brand with the greatest recall in Portugal and the sales increased 44% in the 2 weeks next to the campaign