COVERING PORTUGAL WITH NOS GIGA

TitleCOVERING PORTUGAL WITH NOS GIGA
BrandNOS COMUNICAÇÕES
Product/ServiceINTERNET
Category E05. Use of Licenced or Adapted Music for a Brand or Campaign
Entrant HAVAS Lisbon, PORTUGAL
Idea Creation HAVAS Lisbon, PORTUGAL
Idea Creation 2 ARENA MEDIA Lisbon, PORTUGAL
Media Placement ARENA MEDIA Lisbon, PORTUGAL
Production HAVAS Lisbon, PORTUGAL
Production 2 ARENA MEDIA Lisbon, PORTUGAL
Credits
Name Company Position
Paulo Pinto Havas Creative Director
José Vieira Havas Creative Director
Rita Neves Havas Art Director
Nuno Leal Havas Copywriter
Patricia Caetano Havas Account Director
Rui Mascarenhas Havas Account Executive

Why is this work relevant for Entertainment?

Portuguese people love their music, it brings them together and it connects them. Music has also been an element of connection within NOS since the beginning, connecting consumers to entertainment and their passions. Using a "national anthem song" helped to bring together all Portuguese population, from north to south, from east to west, just as GIGA Internet was doing, reinforcing this message through pure entertainment with the recreation of the song through different music styles, from Eletronic to Fado

Background

Internet performance is one of the most important product dimensions for consumers, especially for the younger ones. Prior to the campaign, the perception of internet performance in Portugal was decreasing for all players. NOS born from the merger of two of the biggest communications companies in Portugal in 2014. Its main problem was the perception Portuguese had of their broadband service: slow and not available all over Portugal. The Brand wanted to promote its new 1GB per second in millions broadband power and coverage. However, that had changed thanks to the new 1GB technology, but the Portuguese people were not aware. NOS had the challenge to promote a reassessment and an update on internet perception. A great chance to change the national perception about their older service: not that good.

Describe the creative idea

We needed to go way beyond simple advertising or promotions. We needed to find something new that had never been done before by a mobile network carrier. We looked at our audience and stripping away anything to do with demographics, we identified one common insight: Portuguese people love their music, it brings them together and it connects them. Portuguese music includes many different styles and genres. Each region can also have their own style and artists. But across all of Portugal, one song stood out and was known by every single Portuguese: ‘’A Minha Casinha’’ or “My Little House”. The song celebrate home, wherever it is, and it has a very special place in the hearts of Portuguese people. We would use this heart-warming song to connect all corners of Portugal with high speed internet and prove NOS had the best and fastest coverage.

Describe the strategy

We called upon 11 Portuguese artists, all of them with different musical genres and styles and from different locations in the country. Their mission was simple: connect Portugal! And to do so we gave them two things: The “A Minha Casinha” song and our new 1GB Network. We then asked each of them to create their own cover of the song. They would work from the comfort of their homes and in a ‘’Crowdsourcing’ fashion, that is in collaboration with one another and thanks to the power of our 1GB Broadband, it was a huge web torture test for NOS. We wanted to show that we had coverage in the entire country, wherever your home is, and we build a powerful narrative based on a song that would bring together an entire country and show Portuguese people that anything is possible when you have ultra-fast internet.

Describe the execution

We launched the awareness phase on social media to create expectation. We used OOH activations across the whole country, display campaigns, radio, TV and Cinema. We produced 7 duet videos with the artists and promoted them on FB Instagram Stories and display. In the second phase, each artist finally got to interpret their version. Every song was played live for the first time, without streaming fails. Each musician set their studio at home and used only a webcam/tablet or smartphone to log on to the ‘’Musical conference call’’. All these private showcases were later used on TV as teasers and afterward, NOS launched a 2 minutes TV spot showing bits of every cover and invited everyone to watch the complete video clips on their website. Everything without streaming fails or web signal loss. The last phase was one of support with a countrywide OOH campaign reminding people about the songs.

Describe the outcome

The result was 11 new versions of “A Minha Casinha” in different genres. We managed to bring back an old and very loved Portuguese song, back into contemporary pop culture. Conan Osiris, one of the eleven, launched his musical career thanks to this campaign and he represented Portugal in Eurovision. The campaign had: +52% Interactions, 138% more than an Average NOS Campaign view. We doubled the average time spent on NOS website. After the campaign perception has changed: +90% of the Portuguese claimed that NOS GIGA is faster, better and all were aware of the fact that is has national coverage. It was the most recalled campaign in 2018 Even the rival telco spokesperson, Cristiano Ronaldo, from MEO Altice, sang in his Instagram and Facebook “A Minha Casinha” when he was exchanged to Turin (Juventus), creating unexpected NOS awareness.