The new positioning and the new campaign received were developed under the motto “Call again. Connect with life” and wants to make a difference compared to the period of confinement that we went through in the last few months, mobilizing users for emotional and sensory components.
In 2018, Altice Portugal presented the MEO brand, already based on humanization, but which is now being refreshed with a new positioning, exploring the human and sensory side, connecting people to life.
For the new campaign, a unique fragrance was developed, a new sound identity and new flavors, making MEO one of the first Portuguese brands to work on its multisensory identity and the first to develop a binaural sound identity in 8D, with 360 effect and spherical.
In this new campaign and repositioning of MEO, the senses appear as a natural step in the evolution of the humanization of the brand and a unique opportunity to materialize the purpose of the brand, challenging people to new experiences and new opportunities, even if it is necessary to leave the comfort zone.
The positioning was worked out with the brand ambassadors and will be present in an advertising campaign that kicks off this week, but also in MEO stores, which will now have an olfactory identity with fragrance, an auditory identity with sound, both created by Lourenço Lucena, and the taste identity through Chef Chakall sweets and Simpli Coffee coffee created exclusively for the MEO brand.