Optimus is the largest mobile telephone network in Portugal. The challenge was to incorporate the word and feeling of Optimus into ownership of three different cultural areas, Fashion, Music and Cinema - that would enable discrete consumer target groups to make and understand the link between superb cultural events with a superb telephone service by launching events on mass market TV and radio stations, owing the major fashion show and music festival held in Portugal and therefore demonstrated effectively the media positioning, "Talking like this is Optimus"! MPG placed the Optimus brand at the centre of four excellnet, high-quality, outlets. This included:Sponsoring the first showing of the superb Zorro, the blockbuster USA fil, on terrestrial TV.Launching the TV @ Optimus of the Month - where Optimus sponsored one superb, high profile, movie each month, showing on three TV channels - two terrestrial and one pay-per-view.Creating 'Optimus Thursday', for every Thursday in March 2001, sponsoring the first-run showing of four major moveiws - Sweet & Lowdown, Me, Myself and Irene, Playing by heart, and The Bachelor.Sponsoring the most high-profile annual fashion show, Portugal Fashion, attacting international supermodels and media.Creating bespoke radio shows on two Portugese radio stations, playing Optimus (Superb) rock, and Optimus (Superb) Oldies.Sponsoring the OptimusHype@Meco, the largest House and Techno music festival.With each of these events, Optimus had the oportunity to toally brand the event, thereby reaching a variety of discrete niche audiences. Optimus had a branded presence, complete with name, logo, corporate colours, guaranteeing high-profile stand-out form the rest of advertising clutter. The strategy reinforced the idea of superb quality from Optimus with superb cultural activites in Portugal. Media Planning Group, Portugal,recognised the Optimus, a leading telecommunications company, needed to stand-out in the crowded Portugese market. In order to do this, they capitalized on the advantages of the actual name, Optimus, which means in Portugese, superlative, amazing or superb! We decided to align the brand with a series of high-profile events and porgramming that embodied the spirit of Optimus - superb events that matched the Optimus brand strength. MPG planned a carefully targeted and orchestrated campaign that aligned Optimus to a series of high profile events such as the leading Portugese fashion shows at which supermodels appeared, music festivals, television first-run programming of blockbuster films and bespoke radio shows to target a range of discrete, highly attractive, consumer sectors using the homogenous idea of Optimus' superlative qualities.

Media Planning Group, Portugal,recognised the Optimus, a leading telecommunications company, needed to stand-out in the crowded Portugese market. In order to do this, they capitalized on the advantages of the actual name, Optimus, which means in Portugese, superlative, amazing or superb! We decided to align the brand with a series of high-profile events and porgramming that embodied the spirit of Optimus - superb events that matched the Optimus brand strength.