Proceeding with the success of the ‘7 Million TMN Originals’ communication campaign, public personalities will be replaced this Christmas by another kind of personalities from the imaginary world, typical of this season, which will be morphed so as to become even more original. Next Christmas, the Lead Bear (Teddy Bear + Lead Soldier), the Choco-Snowman (Snowman + Chocolate Toy), and Santa Reindeer (Santa Claus + Reindeer) will come into existence.

TMN’s new communication campaign will be on the air until 24 December on TV (free-to-air and pay-TV), radio, press, urban billboards and internet.

With the arrival of Christmas, TMN will launch a new campaign to promote different services and devices. Apart from several Nokia devices, TMN’s strategy will comprise the promotion of the Sony Ericsson Aino, Sony Ericson Jalou, LG New Chocolate BL40 “Avatar Experience”, and the LG Watch Phone.

Luís Avelar Board Member, PT	João Epifânio, Business Unit, Personal Segment	Filipa Nascimento, Branding and Advertising Department, Wireless

Luís Avelar, Board Member of PT, described the framework of TMN’s strategy. Compared to last year, this brand took over the leadership, got younger, is more concerned with people, always available, innovative, proactive, credible. When evaluated in terms of the best operator with the best promotions and discounts, TMN currently occupies the first position.

João Epifânio presented the strategy of the company that comprises leading the smartphone business.

This campaign will highlight:

• Four new Windows Phone models: TMN Bluebelt II, TMN Silverbelt, Samsung Omnia II i8000 and Samsung Lite B7300;
• New price of the 1st Android smartphone in Portugal, the HTC Magic;
• Flagship Smartphone from Nokia, Nokia N97 Mini, a TMN exclusive;
• Launch of the first Blackberry with prepaid tariff, the BlackBerry Curve 8520.

• Consolidation of touchscreen mobile phones (i.e. TMN Blackstone, Samsung Star, Nokia N5530, TMN Silverbelt, Lindy, Magic, N97 mini, etc.);
• Start of the QWERTY keyboard trend (i.e. LG GW 300, TMN Bluebelt).

In these categories, value for Money, music, design, access to social networks and Google contents are of paramount importance.

Addressing specific segments means betting on the following devices:

• Samsung Pucca and Nokia 5130 Wrestling for teenagers;
• TMN 1200, an innovative product, based on an easy-to-use, low-cost concept, and associated advantages, with large keys and display numbers (i.e. senior citizens);
• Sony Ericsson Jalou and W205 Flower for female target;
• Samsung E2210 Passport for immigrants.

Differentiation and innovation in TMN’s offering take form in device promotions:

• Sony Ericsson Aino with remote access to PS3 contents (bundle Aino+PS3+game);
• LG watch phone (watch that is a mobile phone);
• LG New Chocolate BL40 (associated with movie ‘Avatar’).

• Commercial focus on exclusive mobile phones, which are best sellers in their respective segments (i.e.. Nokia 5530, Samsung Star, Nokia 5130, Nokia 2630).

Several promotions will mark the use of Pay-Monthly and Pay-as-you-Go Broadband, by offering the first monthly fee in the first case and doubling the initial traffic in the second one, both complemented by an original personalisation campaign by the customers of the respective boards through an offer of vouchers of the Kola-t service (www.kola-t.tmn.pt).

The strategy also comprises the use of data services. Therefore, TMN ensures:

• Trial Campaign of internetnotelemóvel service with 50% discount for three or six months (valid for any internetnotelemóvel tariff. In practice, it allows Internet access in full mobility from €2,5 per month);
• Promotion of mobile phones in association with services (i.e. Facebook, YouTube, etc).

Next Christmas, mobile calls will delight all those addicted to talking on the phone for no reason at all as a promotional top-up/consumption campaign will encourage calling even more than usual. All this and much more with TMN’s Christmas.

With a strategy like this, Luís Avelar is quite positive when he says that “Christmas will be ours”.