TV Experience CampaignNew Gato Fedorento communication line

This document is intellectual property of PT and its use orpropagation without express written consent is forbidden.

02

Page 03 Approach/ Rationale

06 Phase 1 – Teaser

09 Phase 2 – Communiqué

15 Phase 3 – Teaser Disclosure

17 Phase 4 – Disclosure

21 Phase 5 - Features

TV Experience Campaign New GF Communication Line

Index

TV Experience Campaign New GF Communication Line

Approach/ Rationale

Framework

The association of Gato Fedorento to MEO has been an added value to the brand since the beginning in May 2008.

Attributes and values from this association have been positive for both. The MEO commanders characters attribute the values of futurism and innovation to the brand.

The MEO communication is recognised as intelligent and placed at a higher level than the remaining advertising. We have to evolve, move forward, exceeding expectations.

Nevertheless, according to the surveys, the public is starting to get a bit bored with the presented line of communication, although the comedians and their image are not affected by this perception.

TV Experience Campaign New GF Communication Line

Approach/ Rationale

FrameworkIn 2010, there is a big challenge. This brand is the leader in terms of advertising recall in 2009.

We need a concept to distinguish MEO from its competitors

Um MEO ainda melhor que o MEO*

(MEO even better than mine)

that transmits a unique television experience based on 4 pillars:

-Simplicity

-Innovation

-Youth

-Rapidity/facility

TV Experience Campaign New GF Communication Line

Approach/ Rationale

FrameworkWhich is later reflected on the usability of meo service with anew look and new interface

-Use of Channel Logos TV Guide

-Catch-up TV - current TV Channels area)

-Direct Access to Karaoke

-Multi-room PVR

We want to assume a position of leadership once again

To be the first ones to put the 3D flag, taking over this technology

05

TV Experience Campaign New GF Communication Line

Chronogram

24 Feb 26 Feb 04 Mar 10 Mar 16 Mar 30 Mar27 Feb 11 Apr

Phase 1 - Teaser

Phase 2 Communiqué

Phase 3 – Teaser Disclosure

Phase 4 – Disclosure

Phase 5 – Feature General

Phase 5 - Recording

Phase 5 –VOD

End of campaign

Viral NET

21 Feb

06

TV Experience Campaign New GF Communication Line

Phase 1 – Teaser (24 to 26 February)

Gato Fedorento will get to 3.

Online•Divulgation at blogs "GF will get to 3" " GF Spot on the Net" "GF make announcement” •Publishing of viral video on SAPO Videos and Youtube•Creation of "Qualofuturo.com” micro-website Communication of time and locations of eventLive feed

ATL•10’’ teaser spot on TV (RTP, SIC and TVI) and Outdoor TV network•Live Copy 1 c/ 15" (Comercial + RFM)•Live Copy 2 c/ 15" (Comercial + RFM)•Distribution, in Lisbon and Porto, together with free newspapers METRO and DESTAK, of flyers and glasses “Today Gato Fedorento will get to 3”

BTL e Eventos•Guerrilla Action with distribution of flyers in Lisbon and Porto

07

TV Experience Campaign New GF Communication Line

Phase 1 – Teaser (24 to 26 February)

Gato Fedorento will get to 3.

Viral NET

10’’ Teaser Spot on TV (RTP, SIC e TVI) and Outdoor TV NetworkMicro-website qualofuturo.com

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TV Experience Campaign New GF Communication Line

Phase 1 – Teaser (24 to 26 February)Gato Fedorento will get to 3.

Distribution of flyers in Lisbon and Porto with 3D glasses on 26

T-shirt

Distribution of flyers in Lisbonand Porto on 24, 25 and 26

09

TV Experience Campaign New GF Communication Line

Phase 2 – Communiqué (26 & 27 February)What is the future, MEO*?

OnLine•Mini website "Qualofuturo.com“•Communiqué Campaign SAPO Portal and Hi5•Live Broadcast of Communiqué (Takeover)•Video ad and highlight 300x100•Publishing of "Communiqué" spot on SAPO Videos and Youtube•Promotion of announcement on Facebook and Twitter•Advertising on Facebook•Promotion on MEO site with live broadcast of communiqué•Bluetooth Campaign at PT Bluestores•Campaign on corporate éPT Intranet

AtL•120" spot broadcast simultaneously on RTP, SIC e TVI and outdoor TV networks. •Spot viewed by more than 3 million people, which makes a 85,5% share approximately•Re-broadcast on SIC on 7 March•Insert of glasses in Expresso newspaper of 6 March

BtL and Events•BOX 3D Underground for communiqué viewing•3D demonstrator in 13 shops•3D demonstrator in shopping malls•Point of Sale decoration•Event in Lisbon and Porto for 3D broadcast of Communiqué at 7:57 PM•Sponsor match SCP vs. FCP on 28 Feb – 3D broadcast of Communiqué during match break

*Mine = Dude

10

TV Experience Campaign New GF Communication Line

Phase 2 – Communiqué (26 & 27 February)What is the future, MEO*?

120’’ TV Spot (RTP, SIC e TVI) and outdoor TV network – 26 February

*Mine = Dude

10

TV Experience Campaign New GF Communication Line

Phase 2 – Communiqué (26 & 27 February)What is the future, MEO*?

Micro-website qualofuturo.com

• Video of Communiqué at 7:57 PM on 26 Feb. Besides, it will contain:• List of locations where the 3D boxes and TV sets with links to respective locations on SAPO Maps• Images and/or animation of 3D cardboard model of boxes• Countdown to disclosure• Send to a Friend: by email and share with Facebook•There will be buttons on the mini-website with links to the MEO website, to become fans of MEO on Facebook followers of the page on Twitter.

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TV Experience Campaign New GF Communication Line

Phase 2 – Communiqué (26 & 27 February)What is the future, MEO*?

Announcement at Lisbon and Porto•3D Announcement on giant display at Camões Square and Leões Square at 7:57 PM

13

TV Experience Campaign New GF Communication Line

Phase 2 – Communiqué (26 & 27 February)What is the future, MEO*?

•BOX 3D in 6 Underground stations for communiqué viewing

Lisbon: contacts/day•Rossio: 228.372•Cais do Sodré: 74.266 •Cidade Universitária: 32.960•Chiado: 45.000

Porto: contacts/day•Trindade: 77.525•Casa da Música: 23.507

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TV Experience Campaign New GF Communication Line

Phase 2 – Communiqué (26 & 27 February)What is the future, MEO*?

•3D Demonstrator in stores•3D Demonstrator at kiosks in shopping malls

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TV Experience Campaign New GF Communication Line

Phase 2 – Communiqué (26 & 27 February)What is the future, MEO*?

Match Sponsor SCP vs. FCP – 28 February

•Performance of MEO Cheerleaders•Entrance on pitch with players of MEO escort boys•Canvas with new on centre circle •Line of LEDs•Distribution of MEO sweets in the cabins

Flyer Canvas

MEO Cheerleaders Distribution of MEO sweets

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TV Experience Campaign New GF Communication Line

Phase 3 – Teaser Disclosure (27 February to 03 March)What is the future, MEO*?

Online•"Qualofuturo.com” mini-website with countdown•Portal SAPO and Hi5 campaign with countdown•MEO website with countdown•Promotion on Facebook and on Twitter

AtL•5’’ spot for TV (RTP, SIC and TVI) and outdoor TV network

BtL •Point of Sale decoration

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TV Experience Campaign New GF Communication Line

Phase 3 – Teaser Disclosure 27 February to 03 March)What is the future, MEO*?

Teaser 5’’ spot on TV (RTP, SIC and TVI) and outdoor TV network

Stand-up and store poster

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TV Experience Campaign New GF Communication Line

Phase 4 – Disclosure (04 to 09 March)

Online•Mini-website "Qualofuturo.com“•SAPO portal and Hi5 campaign•Publishing of "MEO dummies" spot on SAPO Videos and Youtube•Publishing and advertising on Facebook•Promotion on MEO and Twitter•Bluetooth Campaign in PT stores•Campaign on www.telecom.pt website•Campaign on corporate éPT Intranet

AtL•35’’spot on TV (Aerial and Cable) and outdoor TV network•Radio 30’’ spot on RFM•Picoas Building billboard

BtL•Point of Sale Decoration (posters, leaflets, stand-up)•d2d Material•Shop window decoration

MEO even better than MINE*!

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TV Experience Campaign New GF Communication Line

Phase 4 – Disclosure (04 to 09 March)

MEO even better than MINE*!

New ‘Gato Fedorento’ team

TV Experience Campaign New GF Communication Line

Phase 4 – Disclosure (04 to 09 March)

Picoas Billboard

MEO even better than MINE*!

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TV Experience Campaign New GF Communication Line

Phase 4 – Disclosure (04 to 09 March)

MEO even better than MINE*!

Mini-website

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20

TV Experience Campaign New GF Communication Line

Phase 4 – Disclosure (04 to 09 March)

Decoration of 37 shop windows - example Picoas shop window

MEO even better than MINE*!

MEO ADSL leaflets

Cartazes

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TV Experience Campaign New GF Communication Line

Phase 5 – Features (10 March to 11 April)

Online•Mini-website " MEO Experience “•SAPO portal and Hi5 campaign (video ad, banners and highlights)•Publishing of "Features" spot on SAPO Videos and Youtube •Promotion of "Features" spot on Facebook and Twitter and advertising on Facebook•Promotion on MEO website MEO •Campaigns of adwords on SAPO and Google•Campaign on corporate éPT Intranet

ATL•Spot feature General 35’’ + feature Recording 35’’ + feature Vod 35’’, on TV (Aerial and Cable) and outdoor TV network•Radio feature General 35’’ + feature Recording 30’’ + feature Vod 30’’ – RFM and Comercial•Outdoor feature General + feature Recording 35’’ + feature Vod 35’’•Movie theatre feature General

If you do not have MEO do not try to do this at home

BTL •Decoration of Point of Sale (posters, stand-up,)•Decoration of shop windows

If you do not have MEO do not try to do this at home.

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TV Experience Campaign New GF Communication Line

Urban Billboards

If you do not have MEO do not try to do this at home.

Phase 5 – Features (10 March to 11 April)

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TV Experience Campaign New GF Communication Line

Decoration of 37 shop windows - example: window of Picoas store

If you do not have MEO do not try to do this at home.

Posters for Point of Sale

Phase 5 – Features (10 March to 11 April)

Commercial T-shirts

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TV Experience Campaign New GF Communication Line

Phase 5 – Disclosure and Features

Window of Picoas Store

MEO even better than MINE*!

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TV Experience Campaign New GF Communication Line

Phase 5 – Disclosure and Features

Window – Entrecampos Store

MEO even better than MINE*!

Window - Arrábida Shopping Store

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TV Experience Campaign New GF Communication Line

Phase 5 – Disclosure and Features

Window – Oriente Store

MEO even better than MINE*!

Window - Dolce Vita Tejo Store

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TV Experience Campaign New GF Communication Line

Phase 5 – Disclosure and Features

MEO even better than MINE*!

3D Display – Fórum Barreiro

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TV Experience Campaign New GF Communication Line

Phase 5 – Disclosure and Features

MEO even better than MINE*!

3D Display – Porto 3D Display – Picoas

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TV Experience Campaign New GF Communication Line

Phase 5 – Disclosure and Features

MEO even better than MINE*!

This document is intellectual property of PT and its use orpropagation without express written consent is forbidden.