Tmn Promo, Case study SACA by Carat Lisbon, Partners Portugal

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Portugal
Agency Carat Lisbon
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 Special Events and Stunt/Live Advertising
Advertiser: TMN
Media Agency: CARAT, Lisbon, PORTUGAL
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

Insights, Strategy & the Idea
TMN, the largest telecommunications provider in Portugal challenged us to launch its new product - the first waterproof smartphone.

For its launch, we had the idea to create the first advertisement filmed live at an ongoing world tour event!

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

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

But on the phone, in the middle of the competition and from the sea!

Creative Execution
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.

We knew that launching the smartphone in this world event would reach a global audience. Through its in-house broadcast we would benefit from the natural hype around the event.

Results and Effectiveness
The results were overwhelming!

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

More than 6 million 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.