Cannes Lions

TELECOMMUNCATIONS

ESPACO OMD, Lisbon / TMN / 2006

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Overview

Entries

Credits

OVERVIEW

Execution

Several “blue coloured” teaser spots were aired on TV.The covers (front and back) of the 10 major national newspapers came out printed in “TMN Blue” (meaning 97% of newspapers).Magazines were sold inside blue plastic bags and “free” newspapers were handout by distributors wearing blue TMN caps and t-shirts.Outdoor bus-shelters were turned into living-rooms, Abribus was covered with blue Post-its. Bus, underground stations, trams, canvas, billboards and abribus were decorated in TMN blue.

Outcome

During 1st month of campaign, TMN spontaneous recall increased 68% reaching the highest levels in 2005 Mobile segment. Total TMN recall went up 31%, beating all competitors and scoring the highest levels of the year. TV recall increased 39%, radio 73%, print 102% and 97% for outdoor.

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