For the first time in Portugal a new way of communicating was in place: On 28th September (the TMN re-branding day) a “blue” blot was performed. The covers (front and back) of the 10 major national newspapers came out printed in “TMN Blue” (meaning 97% of newspapers). Magazines were inserted on “TMN blue” plastic bags and free newspapers were handout by distributors wearing blue TMN caps and t-shirts. A blue “wave” invaded the news-stands and streets.

Outdoor prompted recall showed an increasing rate growth of 160%. During the next 2 month the recall levels were higher than the main competitor.

Generally speaking after the campaign outdoor doubled its recall performance.