tv experience campaign new gato fedorento communication line
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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 - PowerPoint PPT PresentationTRANSCRIPT
TV Experience CampaignNew Gato Fedorento communication line
This document is intellectual property of PT and its use orpropagation without express written consent is forbidden.
02
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
TV Experience Campaign New GF Communication Line
Index
TV Experience Campaign 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.
TV Experience Campaign New GF Communication Line
Approach/ Rationale
FrameworkIn 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
TV Experience Campaign New GF Communication Line
Approach/ Rationale
FrameworkWhich 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
05
TV Experience Campaign New GF Communication Line
Chronogram
24 Feb 26 Feb 04 Mar 10 Mar 16 Mar 30 Mar27 Feb 11 Apr
Phase 1 - Teaser
Phase 2 Communiqué
Phase 3 – Teaser Disclosure
Phase 4 – Disclosure
Phase 5 – Feature General
Phase 5 - Recording
Phase 5 –VOD
End of campaign
Viral NET
21 Feb
06
TV Experience Campaign 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 eventLive 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
07
TV Experience Campaign 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 NetworkMicro-website qualofuturo.com
08
TV Experience Campaign New GF Communication Line
Phase 1 – Teaser (24 to 26 February)Gato Fedorento will get to 3.
Distribution of flyers in Lisbon and Porto with 3D glasses on 26
T-shirt
Distribution of flyers in Lisbonand Porto on 24, 25 and 26
09
TV Experience Campaign 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
10
TV Experience Campaign 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
TV Experience Campaign 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.
11
TV Experience Campaign 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
13
TV Experience Campaign 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
14
TV Experience Campaign 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
12
TV Experience Campaign 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
Flyer Canvas
MEO Cheerleaders Distribution of MEO sweets
15
TV Experience Campaign 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
16
TV Experience Campaign 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
17
TV Experience Campaign New GF Communication Line
Phase 4 – Disclosure (04 to 09 March)
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
MEO even better than MINE*!
18
TV Experience Campaign New GF Communication Line
Phase 4 – Disclosure (04 to 09 March)
MEO even better than MINE*!
New ‘Gato Fedorento’ team
TV Experience Campaign New GF Communication Line
Phase 4 – Disclosure (04 to 09 March)
Picoas Billboard
MEO even better than MINE*!
19
TV Experience Campaign New GF Communication Line
Phase 4 – Disclosure (04 to 09 March)
MEO even better than MINE*!
Mini-website
19
20
TV Experience Campaign New GF Communication Line
Phase 4 – Disclosure (04 to 09 March)
Decoration of 37 shop windows - example Picoas shop window
MEO even better than MINE*!
MEO ADSL leaflets
Cartazes
21
TV Experience Campaign New GF Communication Line
Phase 5 – Features (10 March to 11 April)
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
If you do not have MEO do not try to do this at home.
20
TV Experience Campaign New GF Communication Line
Urban Billboards
If you do not have MEO do not try to do this at home.
Phase 5 – Features (10 March to 11 April)
20
TV Experience Campaign New GF Communication Line
Decoration of 37 shop windows - example: window of Picoas store
If you do not have MEO do not try to do this at home.
Posters for Point of Sale
Phase 5 – Features (10 March to 11 April)
Commercial T-shirts
00
TV Experience Campaign New GF Communication Line
Phase 5 – Disclosure and Features
Window of Picoas Store
MEO even better than MINE*!
00
TV Experience Campaign New GF Communication Line
Phase 5 – Disclosure and Features
Window – Entrecampos Store
MEO even better than MINE*!
Window - Arrábida Shopping Store
00
TV Experience Campaign New GF Communication Line
Phase 5 – Disclosure and Features
Window – Oriente Store
MEO even better than MINE*!
Window - Dolce Vita Tejo Store
00
TV Experience Campaign New GF Communication Line
Phase 5 – Disclosure and Features
MEO even better than MINE*!
3D Display – Fórum Barreiro
00
TV Experience Campaign New GF Communication Line
Phase 5 – Disclosure and Features
MEO even better than MINE*!
3D Display – Porto 3D Display – Picoas
00
TV Experience Campaign New GF Communication Line
Phase 5 – Disclosure and Features
MEO even better than MINE*!