The creativity of the campaign focused on bringing together all the key elements that make the event unique:

•Terreiro do Paço (event location): one of the oldest squares in Lisbon, the perfect link between land and water (Tagus river representing the sea)

•Farm animals – one of the main attractions

•Boats and fish – the new elements

•Portuguese Flag – symbolizing Portuguese products and producers

•Tony Carreira – the famous Portuguese singer that performed the event closing concert.

A multi-media approach:

TV:

•Pre-campaign teasers

•Celebrities testimonials

•Presence in afternoon shows

•Event live broadcast (6hours)

Radio:

Rádio Comercial (2nd national radio in audience) promoting the event through 30” promotional spots, live copies and event live broadcast (2 hours)

Press:

Regular and special formats.

On the day before, promoters dressed in typical Portuguese costumes distributed free newspapers and portuguese fruit in the busiest Lisbon spots.

Digital: Presence in high traffic websites and Facebook

The communication campaign helped the event go beyond the expectations, becoming the biggest edition ever, and the largest brand activation event in Portugal:

4 weeks on-air reaching 350.000Grp’s

1.784 insertions

600.000 visitors (+20% vs 2011)

10% population watched live TV broadcast

4.000 online contests participations

Over 24.000 clicks

154 news generated with positive indicators

€7million worth in AEV

The event scale and nature helped to consolidate Continente’s position as a brand that always supports the Portuguese, by celebrating the best Portuguese offer and providing families with a free one-day event where all family members can learn and have fun.