MORPHOMATION by Partners Portugal for Tmn

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Industry Telecommunications Services
Media Promo & PR
Market Portugal
Agency Partners Portugal
Creative Director Lourenço Thomaz E Susana Sequeira
Art Director Ivo Purvis, Pedro Lima
Released October 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: TMN
Product/Service: TELECOM
Date of First Appearance: Oct 2 2009 12:00AM
Entrant Company: MSTF PARTNERS, Lisbon, PORTUGAL
Entry URL:
Creative Director: Susana Sequeira / Lourenço Thomaz (MSTF Partners)
Art Director: Ivo Purvis (MSTF Partners)
Copy: Pedro Lima (MSTF Partners)
Media placement: Press - Press - 02/10/2009

Describe the objective of the promotion.
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.

Describe how the promotion developed from concept to implementation
Integrated in an advertisement campaign where several public figures blended their faces in order to create an original face (resulting from this blending), this action was developed in order to allow everybody to create their own original, either blending their face with the faces of their friends and families, or with the faces of the public figures of the campaign. For this effect, a Mix faces computer software was developed, unique worldwide, which was installed in “Photomaton” street machines spread out among the stores of the brand and in the streets of the cities of Portugal. These machines changed themselves, in this way, into an interactive communications channel, where all those who blended received automatically their photograph, already framed, taking home, in this manner, the brand.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 50 000 mixtures were performed during the 15 days of the action and the more original blends became, themselves, “public figures” when they appeared on the mupis networks scattered all over the streets. A mass adhesion. A contagious effect. An acknowledged originality.

Explain why the method of promotion was most relevant to the product or service