The Portuguese Advertiser Association (APAN) and the Consultores Group promoted another edition of the Media Effectiveness Awards that gathered the best effectiveness producers at the headquarters of Caixa Geral de Depósitos, in Lisbon. Meo and TMN got awarded at the “Telecommunications and Media” category with campaigns developed in partnership with MSFT Partners agency.
After taking control, Meo made history once again by communicating the arrival of a new Meo to all Portuguese. The challenge was set. In order to make known the new Meo experience, a 3D communiqué was broadcast simultaneously on the three free-to-air television channels made two street projections, in Lisbon and Porto. This communiqué quickly became one of the advertising contents most watched ever in television in Portugal, with 3.2 million viewers i.e. 85% share. Thousands of people watched the giant displays in Lisbon and Porto, the website, the 3D MeoBoxes installed in the main underground stations of the two cities and PT BlueStore shops.
Meo was once again at the pole position of effectiveness. The effectiveness of the media campaign made Meo win the Gold Prize in the “Telecommunications and Media” category, in the 6th edition of the Media Effectiveness Awards. The initiative honours the best campaigns created and/or communicated in Portugal with international, national or local scope and aims to recognize the contribution of communication to achieve the goals of advertisers and to encourage knowledge transmission and learning of best practices in terms of communication and advertising.
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Carla Marques, head of Residential Marketing, PT, stressed that the
award obtained “is the result of a teamwork” |
The union of the team is the key to the success of Meo’s communication campaign, according to the opinion of Carla Marques, head of PT’s Residential Marketing. “We have a very united team; we use to share a lot. Either we, PT, or the agency [Partners], work every day together towards a single goal, which is to keep the brand very close to our customers and potential customers.” Carla Marques also highlights the innovation factor, typical of the service: “Meo is the television of the future and allows interacting with television, something unthinkable a few years a few years ago.” “I am quite proud” of this award, she confesses. “We expect to be worthy of your trust next year once again.”
The Meo campaign was not the only the one awarded at the Communication Efficiency Awards 2010. On the efficiency celebration night, TMN was awarded with Silver as the result of the “TMN, 7 million originals” campaign as well.
To mark reaching seven million customers and to celebrate this leadership with all its customers, TMN launched its “7 million originals” media campaign. Several public and renowned figures from different sectors of Portuguese society were used in this campaign, mixing physical, emotional and historic characteristics of each one, giving birth to a new one: a TMN original. Through software developed for this campaign, people had the possibility of creating their own original, mixing with friends, relatives or the faces of the public figures of the campaign.
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“You need a lot of brains to think about seven million customers and there are seven million reasons to be effective and tere are seven million reasons to think about being effective next year”, said Samuel Carvalho, head of Advertising and Relational Marketing, TMN |
According to Samuel Carvalho, head of Advertising and Relational Marketing, TMN, the secret of effectiveness lies in the “partnership with an agency, which is curiously called Partners. You need a lot of brains to think about seven million customers and there are seven million reasons to think about being effective next year. This prize means effort, dedication and a good deal of daily work that the team, which is at TMN has to put into practice not only good campaigns, not only relevant campaigns for the consumer, but campaigns that produce good results for the goals of the brand.”
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| Eduardo Branco, chairman of APAN, highlighted the essential role of communication and advertising in times of crisis |
These two awards represent another two conquests that demonstrate the effectiveness of PT campaigns with several awards obtained in previous editions of the Media Effectiveness Awards. In 2009, TMN’s campaign “Help Tiago” won Silver, and Meo won triple Gold at the previous edition. Also in 2007, the effectiveness of the uncomplicated brand UZO and of PT Comunicações got awarded with Gold too.
On a night to honour effectiveness, excellence and the best that is done in Portugal in the domain of communication and advertising, a total of eight Gold, eight Silver, six Bronze Awards and a Grand Prize of Effectiveness selected among the Gold awards were delivered throughout the night. There were ten categories competing: Food and Beverages, Home Care; Long Lasting Products, Telecommunications and Media, Financial Services and Media, Distribution and Restaurants, Other Services and Public Administration, Activation and Sponsorships, Corporate Communication and B2B and Social Responsibility.
Eduardo Branco, Board Member, PT Compras, is the chairman of APAN. He highlighted during the event that in times of crisis “advertising has a fundamental role to allow surpassing economic troubles”. Eduardo Branco disclosed that the event has gained a growing prestige in the sector, proven by the high quality of the campaigns enrolled.
It is worth recollecting that the Effectiveness Awards are the only results-based awards in Portugal due to communication actions, be them in terms of recall, sales or other type of return that meet a previously set goal. These awards evaluate communication actions in detail: goals, strategy, creation, execution, planning and lastly results achieved.
The event will work as a window of the most effective ideas, promising novelties for next year.
Learn more at http://www.premioseficacia.org/.