It’s a brand new operator in the telecommunications sector and it promises to give market leader MEO a billion-euro run for its money.
NOS – the fusion of ZON and Optimus – emerged last weekend with a promotional ad that will have cost hundreds of thousands in royalties alone.
Bouncing along to a hit song by Freddie Mercury, it is bursting with positivity, special effects and promise – and that is the bottom line of the whole deal. NOS promises to revolutionise the sector, reach for the stars and bring state-of-the-art telecommunications to all its subscribers.
As its colourful promotional campaign gets underway, previous customers of ZON and Optimus need do nothing. Their contracts will simply pass over to NOS which, in the meantime, reveals it will invest a billion euros in the brand within the next five years.
The NOS logo and campaign was created by British agency Wolff Ollins and questions have been posed as to why the “O” lost its accent.
NOS CEO Miguel Almeida explained that today it is Portugal, but tomorrow “we want to go much further” and thus, the accent, from a graphic point of view, was considered best left behind.
“People can read it just the same,” he added.
NOS’ goal now is to assume “leadership” in the sector – toppling PT and offshoot MEO – by wooing subscribers to its full package involving TV, landline phones, mobiles and internet.
