In this second phase of the campaign, the brand music - “All together now”, by The Beatles - was the point of connection between different Portuguese musicians and music styles. Fado and heavy metal, music for children and hip-hop, and other styles that usually clash came together in five musical videos that celebrated togetherness and friendship. All the artists that lent their voices to the campaign are reference musicians and singers in Portugal.

Due to their great success, the videos that were originally designed to be only online were adapted to other media, namely TV and radio. The high search for the different versions of the music also motivated the development of specific products: during the campaign, up to 30% of all downloaded calling rings were versions of the Unlikely Duets “All together now”.With the new step of the campaign, Optimus has:- Achieved more than 1.15 million views (in 5 short films) in YouTube - Equivalent to more than 10% of Portuguese population.

- Impacted positively the careers of Portuguese musicians. The great public acceptance has motivated other artists to get in touch with Optimus and express their will to be part of the campaign follow up.- Gone from 3rd to 1st Portuguese mobile operator with most views in its YouTube Channel.- Potentiated their association to “awarenesses boosters”: the musicians and artists were so pleased with the results, that they deliberately helped to spread the videos, even though they didn’t have any obligation to do it.