1 / 33

TV Experience Campaign New Gato Fedorento communication line

TV Experience Campaign New Gato Fedorento communication line. This document is intellectual property of PT and its use or propagation without express written consent is forbidden. TV Experience Campaign New GF Communication Line. Index. Page. 03 Approach/ Rationale

abdul-cline
Download Presentation

TV Experience Campaign New Gato Fedorento communication line

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. TV Experience Campaign New Gato Fedorento communication line This document is intellectual property of PT and its use or propagation without express written consent is forbidden.

  2. TV ExperienceCampaign New GF Communication Line Index Page 03 Approach/ Rationale 06 Phase 1 – Teaser 09 Phase 2 – Communiqué 15 Phase 3 – Teaser Disclosure 17 Phase 4 – Disclosure 21 Phase 5 - Features 02

  3. TV ExperienceCampaign New GF Communication Line Approach/ Rationale Framework The association of Gato Fedorento to MEO has been an added value to the brand since the beginning in May 2008. Attributes and values from this association have been positive for both. The MEO commanders characters attribute the values of futurism and innovation to the brand. The MEO communication is recognised as intelligent and placed at a higher level than the remaining advertising. We have to evolve, move forward, exceeding expectations. Nevertheless, according to the surveys, the public is starting to get a bit bored with the presented line of communication, although the comedians and their image are not affected by this perception.

  4. TV ExperienceCampaign New GF Communication Line Approach/ Rationale Framework In 2010, there is a big challenge. This brand is the leader in terms of advertising recall in 2009. We need a concept to distinguish MEO from its competitors Um MEO ainda melhor que o MEO* (MEO even better than mine) that transmits a unique television experience based on 4 pillars: -Simplicity -Innovation -Youth -Rapidity/facility

  5. TV ExperienceCampaign New GF Communication Line Approach/ Rationale Framework • Which is later reflected on the usability of meo service with anew look and new interface • Use of Channel Logos TV Guide • Catch-up TV - current TV Channels area) • Direct Access to Karaoke • Multi-room PVR • We want to assume a position of leadership once again • To be the first ones to put the 3D flag, taking over this technology

  6. TV ExperienceCampaign New GF Communication Line Chronogram End of campaign Viral NET Phase 1 - Teaser Phase 5 – Feature General Phase 5 –VOD Phase 2 Communiqué Phase 3 – Teaser Disclosure Phase 4 – Disclosure Phase 5 - Recording 21 Feb 24 Feb 26 Feb 27 Feb 04 Mar 10 Mar 16 Mar 30 Mar 11 Apr 05

  7. TV ExperienceCampaign New GF Communication Line Phase 1 – Teaser (24 to 26 February) Gato Fedorento will get to 3. • Online • Divulgation at blogs "GF will get to 3"" GF Spot on the Net""GF make announcement” • Publishing of viral video on SAPO Videos and Youtube • Creation of "Qualofuturo.com” micro-website • Communication of time and locations of event • Live feed • ATL • 10’’ teaser spot on TV (RTP, SIC and TVI) and Outdoor TV network • Live Copy 1 c/ 15" (Comercial + RFM) • Live Copy 2 c/ 15" (Comercial + RFM) • Distribution, in Lisbon and Porto, together with free newspapers METRO and DESTAK, of flyers and glasses “Today Gato Fedorento will get to 3” • BTL e Eventos • Guerrilla Action with distribution of flyers in Lisbon and Porto 06

  8. TV ExperienceCampaign New GF Communication Line Phase 1 – Teaser (24 to 26 February) Gato Fedorento will get to 3. Viral NET 10’’ Teaser Spot on TV (RTP, SIC e TVI) and Outdoor TV Network Micro-website qualofuturo.com 07

  9. TV ExperienceCampaign New GF Communication Line Phase 1 – Teaser (24 to 26 February) Gato Fedorento will get to 3. Distribution of flyers in Lisbon and Porto on 24, 25 and 26 Distribution of flyers in Lisbon and Porto with 3D glasses on 26 T-shirt 08

  10. TV ExperienceCampaign New GF Communication Line Phase 2 – Communiqué (26 & 27 February) What is the future, MEO*? • OnLine • Mini website "Qualofuturo.com“ • Communiqué Campaign SAPO Portal and Hi5 • Live Broadcast of Communiqué (Takeover) • Video ad and highlight 300x100 • Publishing of "Communiqué" spot on SAPO Videos and Youtube • Promotion of announcement on Facebook and Twitter • Advertising on Facebook • Promotion on MEO site with live broadcast of communiqué • Bluetooth Campaign at PT Bluestores • Campaign on corporate éPT Intranet • AtL • 120" spot broadcast simultaneously on RTP, SIC e TVI and outdoor TV networks. • Spot viewed by more than 3 million people, which makes a 85,5% share approximately • Re-broadcast on SIC on 7 March • Insert of glasses in Expresso newspaper of 6 March • BtL and Events • BOX 3D Underground for communiqué viewing • 3D demonstrator in 13 shops • 3D demonstrator in shopping malls • Point of Sale decoration • Event in Lisbon and Porto for 3D broadcast of Communiqué at 7:57 PM • Sponsor match SCP vs. FCP on 28 Feb – 3D broadcast of Communiqué during match break *Mine = Dude 09

  11. TV ExperienceCampaign New GF Communication Line Phase 2 – Communiqué (26 & 27 February) What is the future, MEO*? 120’’ TV Spot (RTP, SIC e TVI) and outdoor TV network – 26 February *Mine = Dude 10

  12. TV ExperienceCampaign New GF Communication Line Phase 2 – Communiqué (26 & 27 February) What is the future, MEO*? Micro-website qualofuturo.com • Video of Communiqué at 7:57 PM on 26 Feb. Besides, it will contain: • List of locations where the 3D boxes and TV sets with links to respective locations on SAPO Maps • Images and/or animation of 3D cardboard model of boxes • Countdown to disclosure • Send to a Friend: by email and share with Facebook • There will be buttons on the mini-website with links to the MEO website, to become fans of MEO on Facebook followers of the page on Twitter. 10

  13. TV ExperienceCampaign New GF Communication Line Phase 2 – Communiqué (26 & 27 February) What is the future, MEO*? • Announcement at Lisbon and Porto • 3D Announcement on giant display at Camões Square and Leões Square at 7:57 PM 11

  14. TV ExperienceCampaign New GF Communication Line Phase 2 – Communiqué (26 & 27 February) What is the future, MEO*? • BOX 3D in 6 Underground stations for communiqué viewing • Lisbon: contacts/day • Rossio: 228.372 • Cais do Sodré: 74.266 • Cidade Universitária: 32.960 • Chiado: 45.000 • Porto: contacts/day • Trindade: 77.525 • Casa da Música: 23.507 13

  15. TV ExperienceCampaign New GF Communication Line Phase 2 – Communiqué (26 & 27 February) What is the future, MEO*? • 3D Demonstrator in stores • 3D Demonstrator at kiosks in shopping malls 14

  16. TV ExperienceCampaign New GF Communication Line Phase 2 – Communiqué (26 & 27 February) What is the future, MEO*? • Match Sponsor SCP vs. FCP – 28 February • Performance of MEO Cheerleaders • Entrance on pitch with players of MEO escort boys • Canvas with new on centre circle • Line of LEDs • Distribution of MEO sweets in the cabins MEO Cheerleaders Distribution of MEO sweets Flyer Canvas 12

  17. TV ExperienceCampaign New GF Communication Line Phase 3 – Teaser Disclosure (27 February to 03 March) What is the future, MEO*? • Online • "Qualofuturo.com” mini-website with countdown • Portal SAPO and Hi5 campaign with countdown • MEO website with countdown • Promotion on Facebook and on Twitter • AtL • 5’’ spot for TV (RTP, SIC and TVI) and outdoor TV network • BtL • Point of Sale decoration 15

  18. TV ExperienceCampaign New GF Communication Line Phase 3 – Teaser Disclosure 27 February to 03 March) What is the future, MEO*? Teaser 5’’ spot on TV (RTP, SIC and TVI) and outdoor TV network Stand-up and store poster 16

  19. TV ExperienceCampaign New GF Communication Line Phase 4 – Disclosure (04 to 09 March) MEO even better than MINE*! • Online • Mini-website "Qualofuturo.com“ • SAPO portal and Hi5 campaign • Publishing of "MEO dummies" spot on SAPO Videos and Youtube • Publishing and advertising on Facebook • Promotion on MEO and Twitter • Bluetooth Campaign in PT stores • Campaign on www.telecom.pt website • Campaign on corporate éPT Intranet • AtL • 35’’spot on TV (Aerial and Cable) and outdoor TV network • Radio 30’’ spot on RFM • Picoas Building billboard • BtL • Point of Sale Decoration (posters, leaflets, stand-up) • d2d Material • Shop window decoration 17

  20. TV ExperienceCampaign New GF Communication Line Phase 4 – Disclosure (04 to 09 March) MEO even better than MINE*! New ‘Gato Fedorento’ team 18

  21. TV ExperienceCampaign New GF Communication Line Phase 4 – Disclosure (04 to 09 March) MEO even better than MINE*! Picoas Billboard 19

  22. TV ExperienceCampaign New GF Communication Line Phase 4 – Disclosure (04 to 09 March) MEO even better than MINE*! Mini-website 19

  23. TV ExperienceCampaign New GF Communication Line Phase 4 – Disclosure (04 to 09 March) MEO even better than MINE*! Decoration of 37 shop windows - example Picoas shop window Cartazes MEO ADSL leaflets 20

  24. TV ExperienceCampaign New GF Communication Line Phase 5 – Features (10 March to 11 April) If you do not have MEO do not try to do this at home. • Online • Mini-website " MEO Experience “ • SAPO portal and Hi5 campaign (video ad, banners and highlights) • Publishing of "Features" spot on SAPO Videos and Youtube • Promotion of "Features" spot on Facebook and Twitter and advertising on Facebook • Promotion on MEO website MEO • Campaigns of adwords on SAPO and Google • Campaign on corporate éPT Intranet • ATL • Spot feature General 35’’ + feature Recording 35’’ + feature Vod 35’’, on TV (Aerial and Cable) and outdoor TV network • Radio feature General 35’’ + feature Recording 30’’ + feature Vod 30’’ – RFM and Comercial • Outdoor feature General + feature Recording 35’’ + feature Vod 35’’ • Movie theatre feature General • If you do not have MEO do not try to do this at home • BTL • Decoration of Point of Sale (posters, stand-up,) • Decoration of shop windows 21

  25. TV ExperienceCampaign New GF Communication Line Phase 5 – Features (10 March to 11 April) If you do not have MEO do not try to do this at home. Urban Billboards 20

  26. TV ExperienceCampaign New GF Communication Line Phase 5 – Features (10 March to 11 April) If you do not have MEO do not try to do this at home. Decoration of 37 shop windows - example: window of Picoas store Posters for Point of Sale Commercial T-shirts 20

  27. TV ExperienceCampaign New GF Communication Line Phase 5 – Disclosure and Features MEO even better than MINE*! Window of Picoas Store 00

  28. TV ExperienceCampaign New GF Communication Line Phase 5 – Disclosure and Features MEO even better than MINE*! Window – Entrecampos Store Window - Arrábida Shopping Store 00

  29. TV ExperienceCampaign New GF Communication Line Phase 5 – Disclosure and Features MEO even better than MINE*! Window – Oriente Store Window - Dolce Vita Tejo Store 00

  30. TV ExperienceCampaign New GF Communication Line Phase 5 – Disclosure and Features MEO even better than MINE*! 3D Display – Fórum Barreiro 00

  31. TV ExperienceCampaign New GF Communication Line Phase 5 – Disclosure and Features MEO even better than MINE*! 3D Display – Porto 3D Display – Picoas 00

  32. TV ExperienceCampaign New GF Communication Line Phase 5 – Disclosure and Features MEO even better than MINE*! 00

  33. This document is intellectual property of PT and its use or propagation without express written consent is forbidden.

More Related