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Rui Pedro Soares, chairman of
APAN, highlighted the need to
promote responsible advertising |
TMN’s campaign ‘Help Tiago’ won Silver in the Telecommunications and Media category. This honour took place during the 5th edition of the Communication Effectiveness Awards, held on 2 December at Culturgest in Lisbon.
Recognizing the contribution of communication for the accomplishment of the enterprise goals of the advertiser and encouraging knowledge transmission of the best practices in terms of communication and advertising are two of the objectives of the Communication Effectiveness Awards.
The joint action of the Portuguese Advertiser Association (APAN) and Grupo Consultores honoured the best campaigns created or run in Portugal with international, national or local scope. In its 5th edition, there were many campaigns in competition on any media, running between 1 January and 1 May 2009.
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This award is a “reason to be
proud of”, said Samuel Carvalho,
TMN |
“We are gathered here once again, to honour commercial excellence”, highlighted Rui Pedro Soares, chairman of APAN. During his speech, Mr. Soares stressed that “in the world where we live in, the consumer is getting more critical each day” and “advertising must become a means of creating confidence”.
The evening that made ideas shine brighter was yesterday at the headquarters of Caixa Geral de Depósitos (Culturget) in Lisbon, attended by 23 finalists in competition. In the 5th edition of the Communication Effectiveness Awards, there were seven different categories – Mass consumption – food, Mass consumption – non-food, Telecommunications and Media, Financial Services and Insurance, Other Services and Public Administration, Marketing of Causes and Social Marketing – and the Grand Prize of Media Effectiveness.
In the Telecommunications and Media category, the jury thought that just two applications had met the conditions to go to the final, being both campaigns from PT brands:
Advertiser - TMN
Campaign - Help Tiago
Agency – Fullsix Portugal
Advertiser– PT Comunicações
Campaign– Satellite
Agency – MSTF Partners
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Liliana Campos presented the Media
Effectiveness Awards Gala 2009 |
The “Help Tiago” campaign was the big winner so it received the Silver Prize. It is worth highlighting that this project was the first Alternate Reality Game ever made in Portugal, developed by Fullsix for TMN, aiming to consolidate its association with Fantasporto and allow the reinforcement of its positioning in the young segment in the Greater Porto area.
Samuel Carvalho climbed onto the stage to receive this award and thanked for the work of the entire team involved in the campaign, stressing that this honour is a “reason to very proud of”. The head of TMN’s department of Advertising and Relational Marketing explained that “this is a very effective campaign due to its type of approach, its interaction on the internet, which has made several people, when interacting at the website of the TMN guest list to help someone out of a difficult situation, succeeded in entering and getting benefits from that same guest list”.
It is worth recollecting that MEO got triple Gold in the previous edition, and that PT Comunicações and UZO were honoured in 2007 as well so, in the words of Samuel Carvalho, “PT’s secret lies in effective partnerships and agencies that know what matters for PT’s brands”.
During the Media Effectiveness Awards Gala, a total of four Gold, seven Silver and five Bronze awards were delivered as well as the Grand Prize to Media Effectiveness 2009. The Media Effectiveness Awards are the sole awards in Portugal based on results obtained due to communication actions be them in terms of recall, sales or other kind of return that responds to a previously set goal. These awards evaluate communication actions in detail: goals, strategy, creation, direction, planning and lastly results achieved.
Get to know the winners of the Media Effectiveness Awards 2009
Food Products
Gold Prize
Agency - Young & Rubicam Portugal
Advertiser - Danone Portugal
Campaign - Launch DanUp Fruit Experience
Silver Prize
Agency - Leo Burnett Lisbon
Advertiser - Diageo Portugal
Campaign - Pampero - Museu Efémero
Bronze Prize
Agency - Rasgo
Advertiser - Unicer
Campaign - Super Bock Trade Made
Non-Food
Gold Prize
Agency - OgilvyOne Portugal + Mindshare
Advertiser - Ford Lusitana
Campaign - Ford Fiesta, Ícones
Silver Prize
Agency - Initiative
Advertiser -Unilever Jerónimo Martins
Campaign - Dove Go-Fresh
Bronze Prize
Agency - Initiative
Advertiser -Boehringer Ingelheim.
Campaign - Dulcolax
Telecommunications and Media
Silver Prize
Agency - Fullsix Portugal
Advertiser - TMN
Campaign - Help Tiago
Financial Services and Insurance
Gold Prize
Agency - Mediaedge:cia + Brandia + Actual Sales
Advertiser - Logo Insurance
Campaign – Car Insurance
Silver Prize
Agency - Mediaedge:cia + BBDO Portugal
Advertiser - Espírito Santo Bank
Campaign – Fan Card of the Portugal Teaml
Bronze Prize
Agency - Euro RSCG Lisbon
Advertiser– Montepio Bank
Campaign– Car Wage Account
Other Services and Public Administration
Gold Prize
Agency - Action4 Ativism + Arena
Advertiser - Worten
Campaign - El Precio lo Pones Tu
Silver Prize
Agency - BBDO Portugal
Advertiser - Companhia Portuguesa de Hipermercados
Campaign - Jumbo, the Monkey and the Mouse
Bronze Prize
Agency - Fuel
Advertiser - Worten
Campaign – Our Strength lies in the Price
Marketing of Causes
Silver Prize
Agency - Arena + Havas Entertainment + Fuel + Brand Fiction
Advertiser - Modelo Continente Hypermarkets
Campaign – An Even Greater Cause
Social Marketing
Silver Prize
Agency - Lowe Ativism
Advertiser - Encontrar+se
Campaign - UPA Movement – Stand Up Against Discrimination of Mental Illnesses
Bronze Prize
Agency - Caetsu
Advertiser - AMB3E – Portuguese Association of Waste Management of Electrical and Electronic Equipment
Campaign - Electrão School 2008/2009
Grand Prize
Agency - Mediaedge:cia + Brandia + Actual Sales
Advertiser - Logo Insurance
Campaign – Car Insurance
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