NOS COVER PORTUGAL
THE CASE
NOS COVER PORTUGAL
OBJECTIVES
NOS, a Portugues Telecom, launched a new product:
The 1 gigabyte per second high-speed internet connection for every Portuguese home. This was a great opportunity for NOS to change the negative perception people had of their service
INSIGHT
NOS born from the merger of two of the biggest communications companies in Portugal in 2014. Their main problem was the perception Portuguese had of their broadband service: slow, and not available all over Portugal, but that had changed thanks to the new 1GB technology, but the Portuguese people were not aware.
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, because of its history, so it is very rich. Each region can also have their own style and artists, even Fado Is different depending on whether it comes from Coimbra or Lisboa.
But across all of Portugal, one song stood out and was known by every single Portuguese: ‘’A minha casinha’’ or My Little House, a song that was performed in 1943 by Herminia Silva, a very well-known and respected Fado Singer in the Portuguese film Comedy ‘’O Costa do Castelo’’.
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.
IDEA & 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 Minha Casinha song and our new 1GB Network.
We then asked each of them to create their own cover of the song for a total of 11 covers.
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.
EXECUTION
We got in touch with 11 well known and lesser known artists. From Ana Moura, an internationally recognized Fado signer, to Throes + Shine a dance and electronic music band, Antonio Zambujo, a singer and, songwriter of Cante Alentejano, and Conan Osiris, an unusual artist that mixes fado, Kizomba, gypsy sounds, and some dancehall, there was something for everybody!
We launched the awareness phase on social media to create expectations once the 11 songs would be revealed in streaming. 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 digitally on FB Instagram Stories and display. The videos showed the artists trying out beats and arrangements and were available on the NOS dedicated website.
In the second phase, each artist finally got to interpret their version. Every song was played live for the first time, between the musicians 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’’.
And 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 11 home 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 11 songs.
RESULTS
The result was 11 new versions of A Minha Casinha in different genres. These ranged from Fado to Rock and Electronic Music.
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We managed to bring back an old and very loved Portuguese song, back into contemporary pop culture.
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Conan Osiris, one of the eleven, launched his musical career thanks to this campaign, and he will be representing Portugal in the next Eurovision.
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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 “Minha Casinha” when he was exchanged to Turin (Juventus), creating unexpected NOS awareness.