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For Filipa Nascimento,
music transmits emotion
and brand values |
The 1st Marketeer Conference, organised by Marketeer magazine and sponsored by PT, was attended by Filipa Nascimento, Marketing Director of TMN and by Vera Pinto Pereira, Television Service Director of PT. The sectors present were confronted with several issues in relation to the challenge faced by brands in the current context.
“Music goes beyond the notes of a composition; it brings the brand closer to its public. The challenge for brands is to make the difference in their initiatives in terms of music. It is a challenging territory of large and small festivals, concerts, private performances, among others. At TMN we do not see music as music. We see music as a means of delivering emotions to ourselves”, explains Filipa Nascimento during her intervention at the panel under the theme ‘What kind of music play the three operators?’
During the panel, participants explained pros and cons of the association of their brands with music and talked about their own experience in this field. In TMN’s case, there has been a long-term work being done in terms of music. According to TMN’s Marketing Director, its strategy in terms of music began with the support for concerts at Pavilhão Atlântico music hall, moving later to the support for new Portuguese bands through the TMN Garage Sessions, the association with SWtmn, the major summer festival, the TMN Guest List, showcases, among other projects.
Brands are just like music notes that fuse with the music they are associated with. Music becomes part of the identity of the brand and touches people as it transmits values and emotions associated with the brand.
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With Meo, we can talk
about a story of success,
says Vera Pinto Pereira |
According to Filipa Nascimento, the brand faces a communication challenge in order to reach its target-public, and music is part of this communication. Nevertheless, TMN does not associate itself with music for this reason alone. By associating itself with different projects, be them large or small, TMN is concerned with the involvement of its customers in these projects, which goes beyond just ‘attending a concert’.
Vera Pinto Correia also attended the Marketeer Conference to present Meo as a case study and to participate at the “Generalist and pay-TV channels” panel.
After a short overview of PT’s wireline business, focusing the need to enter the pay-TV market and the launch of Meo, Vera Pinto Pereira explained the reasons for Meo’s enormous success, having topped 500,000 customers in just 17 months. “We believe that Meo’s success goes beyond an innovative, quality service. More than content, service non-linearity, interactivity, customisation and multiple platforms, the success is due to the strength of the entire structure of the company. Meo was more than a project, it was the transformation of the entire organisation.
The communication strategy contributed largely to the brand recall. “The association with the ‘Gato Fedorento’ comedians was the right choice for the communication of our story. They are a young, irreverent and innovative group, values that are suitable to our service. The story founds itself with its own characters”, she explains.
