Tmn Print SACA by Partners Portugal

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Industry Telecommunications Services
Media Print, Magazine & Newspaper
Market Portugal
Agency Partners Portugal
Director Rogerio Serrasqueiro
Creative Director Lourenço Thomaz E Susana Sequeira
Art Director Vasco Thomaz
Copywriter João Paulo Ribeiro
Producer Miguel Varela, Pedro Domingos
Released November 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: TMN
Product/Service: TMN
Creative Director: Susana Sequeira/Lourenço Thomaz (MSTF Partners)
Copywriter: João Ribeiro (MSTF Partners)
Art Director: Vasco Thomaz (MSTF Partners)
Director: Rogério Serrasqueiro (Garage Films)
Producer: Miguel Varela (Garage Films)
Planner: Patrick Stilwell (MSTF Partners)
Producer: Pedro Domingos (MSTF Partners)
Media placement: TV - TV - 24 November 2011

Describe the objective of the promotion.
TMN, the largest telecommunications provider in Portugal, challenged us to launch its new product - the first waterproof smartphone.

For what would be an unprecedented action, we used to our advantage the biggest worldwide surfing event coming to town and the fact that the best Portuguese surfer of all time would be competing in this prestigious championship.

We challenged him to acknowledge his fans for all the love, support and respect they’ve been giving him throughout his career.

And in front of 60,000 people at the beach we shot the first live advertisement at an ongoing world tour event!

Describe how the promotion developed from concept to implementation.
We used the event set up and its logistics operations as our studio and production team!

Camera operators, jet skis pilots, sound technicians, and even the event speaker were briefed. Briefed for something they had never done before: a live stunt of the portuguese surfer calling from the smartphone (connected to the event sound system), in the middle of the competition and from the sea!

Explain why the method of promotion was most relevant to the product or service.
Due to the event's in-house broadcast we would benefit from the natural hype. But the results were overwhelming!

More than 60,000 people were at the beach during the phone call.

More than 6m were watching it trough the live web broadcast.

And through the event’s global coverage we reached a massive audience in the 4 corners of the world.

We made headlines in various sites and the call was hot topic in the social networks.

And the new smartphone became a new symbol for the surfing community in Portugal.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In the following weeks after the stunt we uploaded a video on YouTube that in only 2 weeks had more than 15,000 views (a great deal for the surfing community).

For the smartphone, TMN was receiving a high volume of sales orders after the stunt - a few weeks before its official sales launch.

But most important was the goodwill that TMN reached within the surfing community (part of its growth strategy).