On television, three campaign themes were carried, 49”,30” and 30”. In the first two weeks only the 49” was usedspot and in the third week there was a rotation of the 30”. On radio, the spots were of five lengths (42”, 31”, 26”, 36”, and 5”). It started with the longer spots and then moved to the shorter ones. For cinema just one 49” spot was used as this is the best quality media with excellent message receptiveness. Five themes were used in the outdoor campaign in urban furniture and four themes in the 8x3 format.

This campaign, particularly the selective use both in time and space of the different media, contributed to the greater awareness achieved by the brand in 2003. Top 5 - Portuguese total brand recall, 2002 - 1– Coca-Cola, 2 –Vodafone 3 - Continente, 4 –Nike, 5 - TMN. 2003 -1 - Vodafone, 2 - Coca-Cola, 3 - Optimus, 4 - TMN5 - Continente. Source: Publivaga/Marktest