7 MILLION ORIGINALS for Tmn

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7 MILLION ORIGINALS

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Industry Telecommunications Services
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: TMN
Product/Service: TELECOMMUNICATIONS OPERATOR
Creative Director: Susana Sequeira / Lourenço Thomaz (MSTF Partners)
Copy: Pedro Lima (MSTF Partners)
Art Director: Ivo Purvis (MSTF Parttners)
Media placement: TV - TV - 02/10/2009

Summary of the Campaign
The largest Portuguese mobile Telecommunications operator has reached seven million clients. A leadership and an achievement that the TMN brand wished to celebrate with all of its clients. An original celebration, however, which would bore through the usual channels, would generate buzz on the streets, in the media, in conversations between people and, above all, provide an original experience by the brand.

The Goal
To show that only in a network with 7 million clients is it possible to find people that we cannot even begin to imagine they exist. The people that we cannot even begin to imagine they exist are, in fact, a mixture of public figures from different sectors of the Portuguese society. 2 faces and 2 distinct personalities will provide 1 face and 1 personality that is 100% original. Inês Castelo Branco, model and actress and Lúcia Moniz, famous singer, gave rise to the original Inês Moniz. Ana Salazar, well-known national and international fashion designer and Fátima Lopes, the promising new-generation fashion designer gave rise to the original Fátima Salazar. And these are just 2 of the 10 originals created by the TMN brand. And so, several chats were launched: Who is Sá Costa? Do you know Fátima Salazar? Chats which turned into conversations, and which originated in the creation of new public figures, with new fans and new idols. Facebook pages, blogs, news, everything concerning the new and original public figures that we cannot even begin to imagine they existed.

Results
Over 500 thousand Morphs Over 500 thousand site visits Over 1 000 000 online votes Over 7 000 000 prizes awarded The campaign of the brand that achieved the best notoriety results in 2009

Execution
For this campaign an exclusive mix faces software was developed, unique worldwide, which allowed the public to create their own original by mixing friends, family, or, using the faces of the public figures of the campaign. And so, the most original mixtures became, themselves, “public figures” when they appeared on the mupis networks scattered all over the streets to celebrate the end of the campaign.

The Situation
The largest Portuguese mobile Telecommunications operator has reached seven million clients. A leadership and an achievement that the TMN brand wished to celebrate with all of its clients. An original celebration, however, which would bore through the usual channels, would generate buzz on the streets, in the media, in conversations between people and, above all, provide an original experience by the brand.

The Strategy
For this campaign an exclusive mix faces software was developed, unique worldwide, which allowed the public to create their own original by mixing friends, family, or, using the faces of the public figures of the campaign. And so, the most original mixtures became, themselves, “public figures” when they appeared on the mupis networks scattered all over the streets to celebrate the end of the campaign.