Meo ad was most recalled by consumers
Monday, June 16, 2008
The advertisement performed by the Gato Fedorento comedians, called “Communiqué/TV of the Future”, has attained 49.9 percent of proven recall in television, the highest in telecommunications since 2005
These numbers disclose the successful launch of Meo’s advertising campaign. At the end of April, the advertisement performed by the Gato Fedorento comedians, “Communiqué/TV of the Future”, reached 49.9 percent of proven recall according to data from Publivaga, Marktest’s advertising tracking report.
This is the highest level of recall ever, when studies on advertising campaigns of telecommunications companies, carried out since 2005, are analyzed. Three weeks after the disclosure of Meo’s massification strategy, nearly half of the people interviewed by Marktest were able to describe the said advertisement by themselves, without resource to stimulations or images. In most cases, campaigns in the telecommunications market attain 10 percent, less than half of the values reached by Meo.
In the last week of May, after the launch of other advertisements with the Gato Fedorento group, concerning Meo Mobile and Meo Satellite, the level of recall amounted to 52,3 percent.
Other numbers disclose the steady success of the communication campaign of PT’s television service. It should be remembered that with “Communiqué”, transmitted simultaneously on RTP, SIC and TVI, audience share attained 81 percent. The creation of a specific site for the Meo Satellite campaign - www.jatensmeo.com - where the user can interact with the Gato Fedorento group and discover whether his location is already served by meo, has led to 1 million page-views in 6 days, with more than 10,000 participations per hour and to page-views from more than 100 countries.
In the second and third places of this ranking there are two Sapo ADSL advertisements, from 2007 and 2006, attaining 43.2 percent and 41.2 percent of proven recall respectively.
Publivaga studies cover individuals aged between 15 and 64 years, living in Greater Lisbon and in Greater Porto, totalling 2.1 million people.
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