Tmn Promo, Case study POSTER WAX by Partners Portugal

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Industry Culture, Leisure & Sport
Media Promo & PR, Case study
Market Portugal
Agency Partners Portugal
Creative Director Lourenço Thomaz E Susana Sequeira
Art Director Ruben Rodrigues
Copywriter Rui Soares
Account Supervisor Mariana Galindo
Released April 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: TMN
Product/Service: SACA SURF TOUR
Date of First Appearance: Apr 18 2010 12:00AM
Entrant Company: MSTF PARTNERS, Lisbon, PORTUGAL
Entry URL:
Creative Director: Susana Sequeira/Lourenço Thomaz (MSTF Partners)
Copywriter: Rui Soares (MSTF Partners)
Art Director: Ruben Rodrigues (MSTF Partners)
Account Supervisor: Mariana Galindo (MSTF Partners)
Media placement: Magazine - Magazine - 18/04/2010

Results and Effectiveness
This communication activity has not come to an end. TMN’s Saca Tour event happens on several dates throughout the whole summer so to this day it´s impossible for us to have some 100% measurable results. As far as we know, the target is responding very well to the campaign and the first Saca Surf Camp (29 and 30 of May) entries have already been ‘sold out’.

Creative Execution
The creative strategic solution found was to get as near as possible to the target in an unusual but cool way. So we applied real wax (the same that surfers use on their boards) spread all over a printed poster and placed it in several high schools in the north, centre and south of Portugal.

Insights, Strategy & the Idea
The communication objectives were to promote TMN’s image amongst the younger and ‘cooler’ target. We chose the surfer’s community that is always expecting that their telecommunication brand (TMN) innovates every day. We created this campaign using the image and personality attributes of the best Portuguese surfer ever, Tiago Pires, best known as Saca. He is now for the second year in a row champion in the WCT, the world’s main surf event. Therefore he is seen as a god by the kids that are starting to surf. One of his best surf attributes is the power that he puts in his manoeuvres (the Australian competitors even started to call him the Portuguese tiger). The creative execution idea came mainly from this aspect – Saca’s power.