NOS: We need to talk about us

NOS, a Portuguese telecommunications company, shifted brand perception and established NOS as a leading telecommunications company in Portugal by launching a commercial that hooked consumers by telling them it needed to talk about their relationship.

Context

Marketing for telecommunications in Portugal can be hard: new clients are hard to get and growth is more easily achieved by getting clients from your competitors. But that is also a complicated path: most of the clients have loyalty clauses that tie them to an operator for two years or more. Therefore, only 6% opt to change its provider. NOS was perceived as an operator with a mobile network that was not the most reliable. Reality could not be farer from that: heavy infrastructure investment, made NOS’ network to be considered by DECO Proteste (Portugal’s most important consumers association) as the best in the...

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