To celebrate the brand's 15th anniversary, MEO is offering 15 days of unlimited mobile data during the summer weeks of its customers' choice. Marking the start of summer, the aim is once again to keep up with the daily lives of the Portuguese and respond to their needs both inside and outside home , allowing them to enjoy their vacations to the full and without worrying about connectivity.
In a truly disruptive move for the sector, MEO is once again innovating and inviting its TV customers to exchange their TV box for a Smart TV where they can fully enjoy the MEO service without the iconic box, giving them a discount of 30 euros for each year of customer service, applicable to the purchase of the respective Smart TV, which does not require any box to access the MEO TV service.
In April 2008, Gato Fedorento made the announcement: "the new television has arrived". Now, the protagonists of the iconic 'Communiqué to the Nation' are four 15-year-olds who, in the same setting and with the same futuristic closet, with the same production team and photographer responsible for the 2008 campaign, come to tell the Portuguese that there is nothing in their daily lives where MEO isn't present. For the four young people, born in the same year that the service was launched, there is no memory of a life without MEO.
"If there's this, if there's that and if there's everything, there's MEO!" says the new, mini "high command".
This is the motto of the campaign that positions Altice Portugal's brand as the one that today reaches millions of homes across the country, provides the best experiences and offers the greatest diversity of products to its customers. The celebration of the 15th anniversary is thus also marked as a moment of consolidation of this leadership in the telecommunications market.
"This campaign is very revealing of the feeling that runs through us at this point in MEO's life. On the one hand we're proud of how far we've come, on the other the ambition and dreams we have when we're 15 years old and still have so much to accomplish. The market and society in which we find ourselves today, the ways in which we watch television, the multiplicity of tasks and activities that have come to depend on using the internet, everything is completely different today. With 'O comando é MEO' we launched today's TV. With the box-free movement, we are launching the TV of tomorrow. And we're committed to continuing to innovate over the next 15 years, responding to the challenges we face," says João Epifânio, Chief Marketing Officer at Altice Portugal.
"There is a side to this anniversary that is one of celebration, and another of responsibility and commitment to continuing to provide our customers with the excellence they have come to expect," he summarizes.
Communicating futures since 2008
Since it launched on the market, MEO has very soon gone from being a new player - and a worldwide case study as a triple play service - to the undisputed leader in all the sectors in which it operates.
At a time when the company is already anticipating the challenges ahead, it is also taking stock of more than a decade of setting trends in the telecommunications market, highlighting some of the most innovative and disruptive moments in the sector's history:
2011 - MEO reaches 1 million customers, launches the MEO Go service and is considered the best national brand.
2013 - The launch of M4O, the first convergent offer of a quadruple play service, which is then presented under a new signature: "MEO. It's another life". The same year also saw the launch of the Automatic Recordings feature for MEO customers.
2015 - MEO revolutionizes the television viewing experience by launching a new user interface. At the time, comedian Ricardo Araújo Pereira passes the baton to the brand's new ambassador, Cristiano Ronaldo, a milestone marked by a new signature: "MEO. The world is MEO".
2017 - The new FiberGateway router is launched, 100% Portuguese and allowing 10 times faster WiFi. This is also the year when the brand brings customers a pioneering solution from home , the MEO Smart Home service.
2018 - The MEO box 4K Sophia arrives on the market. The campaign, starring CR7 and the Artificial Intelligence robot, presented the repositioning and the new brand purpose, reflected in the signature: "MEO. Humanize yourself".
2019 - MEO is responsible for the first live television broadcast and the first video call over the 5G network.
2020 - 10 years after its launch, MEO had taken a leading position in the television segment and expanded its portfolio to the energy sector with MEO Energia. By then, more than 5 million homes and businesses were benefiting from MEO's optical fiber. Today, 15 years later, there are more than 6 million.
Creative Agency: Dentsu Creative Portugal
CEO: Tomás Froes
CCO: Lourenço Thomaz
Executive Creative Director: Ivo Purvis
Head of Strategy: Patrick Stilwell
Art Director: Miguel Santos
Copywriter: João Ribeiro
Head of Production: Martim Lemos
Account Director: Carla Vidal Marques
Account Manager: Rita Morgado
Media Agency: OMD
Account Director: Paula Cruz
Client:
Brand and Communications Director: Luiza Galindo
See MEO's 15th anniversary campaign here - https://youtu.be/X6OH4K9f_YE