TMN, is a Portuguese mobile company that is, a market leader since 1997 and overtook the threshold of 5 million clients (more than 50% of the portuguese population) in 2005. Within such a mature market, innovation is a key driver for cluttered markets. Client approach techniques requires continuous improvements.TMN performed a total REBRANDING under a new concept “WE ENJOY LIFE, AS IT IS …”, new corporate identity and a new logo.A new media strategy was required: develop a strong multimedia campaign through the usage of innovative formats to strengthen the brand relationship with the consumers by achieving a large coverage as well as surprising effects.

Teaser – strong frequency of 5” TV spots with short messages, during 4 days; Disclosure – Portugal woke up dressed in TMN’s blue.TV - tailored to the target consumption patterns and focused in the main national channels.Print - 97% of daily newspapers appear with covers printed in TMN’s blue, which were strengthened by the impact on TV news (morning press reviews).Outdoor - massive usage of urban furniture with innovative features aimed to engage the consumers within the new TMN concept: mupis covered by post-its or with mirror and bus shelters decorated by TMN.