The so-called 'high street' has been struggling to survive for many years. Aware that with every flower shop or bookshop that closes, many of the Portuguese people's Christmas memories are also erased, MEO Empresas is launching a campaign to promote local businesses. With around 300 small traditional businesses participating, from the north to the south of the country and the islands, those who pass MEO stores will be challenged to get to know and shop with the small businesses in their vicinity.
Through a strategy that once again puts technology at the service of humanization, this is a campaign that is personalized, through georeferencing, to each specific case, with messages that match the neighborhood, street, village or city in which they will be displayed:
- In the store windows and digital posters of MEO stores - directions will be given to the products and establishments in that area, allowing the Portuguese to be easily directed to the respective stores
- On the website - short films will be shown, focusing on the promotion of local products and services. This is a grassroots initiative to boost small businesses, which we believe, in the long term, will be able to turn 'Local Christmas' into a tradition for generations to come.
This is the first brand campaign launched after the rebranding that, in May this year, made it more humanized and closer to its customers. It is thus another step towards consolidating MEO Empresas as the partner that customers entrust with the mission of paving the way for transformation and growth.
It should be remembered that one of the main focuses of the new positioning, announced six months ago, is the design of solutions that increasingly respond to the specificities of the Portuguese business fabric. Bearing in mind that even the most recent data from Pordata still shows that 96% of micro-enterprises are micro-enterprises, promoting them, in this 'Natal Local', is promoting an economy, but also a national identity and culture.
Based on the fact that the Christmas season is also associated with a general increase in consumption levels among the Portuguese, MEO Empresas' aim is to recover the spirit of community and warmth, symbols of Christmas celebrations, in every purchase.