Advertiser: PORTUGAL TELECOM
Agency: ESPACO OMD
Category: Best Use of Integrated Media
Media Planner Assistant: Filipa Camejo (Espaço OMD)
Media Planner: Jorge Mota (Espaço OMD)
Media Account Director: Paula Cruz (Espaço OMD)
Strategic Planning: Tomás Froes (Mstf Partners)
Media Planner Senior: Rui Menaia (Espaço OMD)
Digital Account: Daniela Seabra (Omg Digital)
Digital Account: Lina Almeida (Omg Digital)
Project Manager: Maria João Santos (Omg Digital)
Execution
Dec.21st (when the World was supposed to end ):A FB page “Strange Marks” was born featuring intriguing contents about the appearing of weird marks in the village (5577 likes the following day)Jan.7th:Teasers “It´s another life” spiked the public’s curiosity on TV, print, radio, OOH, internet and mobile.Secrecy kept building up until Jan.11th – Revelation Day:Innovative TV formats invaded all live, morning and afternoon, shows:•Split Screens (5”) + 10” spots with the hosts cutting the broadcast referring that night’s “revelation” The revelation came with TV prime timeThe 3 national channels news were simultaneously interrupted. A 11” news like spot announced the “special strange marks” (the longest spot ever in Portugal: 4´30”) following the news. On Jan. 12th , MEO took over all newspapers’ covers, main national portals, social media, and mobile platforms. Mupis, shelters, T stations, digital mupis and 349 movie theatres assured coverage.
Effectiveness
It was impossible not to notice this campaign:98% of the Portuguese population watched it on TV, 72% saw it in Print and 45% heard it on the radio.Right on the 1st week, brand awareness levels smashed competitors:•+32% spontaneous brand recall, reaching 61.2% (vs. 22.4% for the main competitor) and 77% on total recall;•TV proven recall reached 80%, breaking the best 2012 brand records.Facebook page got 21747 likes, and the online campaign recorded 32,8M impressions. MEO’s website doubled its page views right on first campaign week.
Strategy
It was time for MEO (a Portugal Telecom brand) to rebrand and position itself as the first 4Play provider, with M40 (TV, Internet, Telephone and Mobile in one package).A story was born building up from a scientific news fact:“NASA believes a small village, in Portugal (Cabeço de Vide), was birthplace of life on Earth.”We wanted to relaunch the brand, create a new life for MEO. What better way to do that than where life may have begun? “MEO, It’s another life” story starts here.We created a plot around the strange phenomenon of Cabeço de Vide. An argument was written, and our leading actors (“Gatos Fedorentos”, 4 famous comedians) told the story in a reporter-like tone, feeding bits of information gradually to the public.Suspense increased. People started buzzing. Who is behind this? What’s this “new life”?The big finale came with the campaign revelation.