Mobile magma .jpg

Mobile magma

TEN YEARS after Optimus became the third mobile phone provider in Portugal, the telecommunications company has undergone a makeover.

A new advertising campaign was unveiled across Portugal on Wednesday, with gimmicks like giant orange inflatable balls floating on the Tejo and Douro rivers.

In Lisbon and Porto, the cities were covered with orange balls on the streets, wedged in between cars and the new logo was projected into the night sky.

The company, under mother firm Sonaecom, claims that it has launched “one of the largest rebranding campaigns ever conceived in Portugal”.

Under the slogan “What do you need?”, the rebranding aims to place the consumer at the centre of the action, according to an Optimus spokesperson.

The new campaign, which was conceived by Euro RSCG, has been called Magma and features circular orange bubbles, resembling magma in volcanoes, and is intended to be much bolder in colour and effect. Optimus leaves behind its boomerang logo that has been part of its identity for 10 years.

Allegations that Optimus is riding on the coat tails of the success of the UK’s Orange mobile phone network by using the same colour have been discredited. “Optimus became orange before France Telecom bought Orange”, said Optimus’ marketing director, Ana Paula Marques.

The new image was launched in several media, including television, radio, internet and the press, and a fierce campaign to become the number one mobile phone provider is now expected.

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