"Connect Better" is the concept that defines MEO's new positioning, reaffirming the brand's commitment to humanizing technology in order to amplify its human side. This new line of communication aims to consolidate the brand's vision as a leader in a constantly changing market, highlighting the essential role of technology in promoting human connections.
For MEO, the world needs better connections - more secure, flexible and responsible - but, above all, those that bring us closer together, that move us, that make us better, with technology being a means of enhancing them and not replacing them. Reinforcing the signature "MEO. Humanize yourself", this new look for the brand puts the humanization of technology at the heart of its actions and communication strategy.
Luiza Galindo, MEO's Brand and Communications Director, says: "With this new positioning, we reaffirm our commitment to putting technology at the service of human relationships. We want to inspire the Portuguese to reflect on the quality of their daily interactions, reinforcing that, however innovative our technology may be, our focus has always been, and will continue to be, putting it at the service of people."
The launch takes place today, April 11, and is marked by an institutional advertising film that highlights the simplicity and depth of human connections. The film illustrates emotional moments of gestures as simple yet powerful as the light touch of a finger, which symbolizes human interaction, whether physical or mediated by technology. The visual aesthetic of the film, inspired by the digital universe, adopts a spontaneous and vibrant approach, while maintaining the authenticity and human touch of the message. The brand's signature takes on a new dimension, with Kelly Bailey taking on a more active role, adding her voice to her image, enriching MEO's identity.
In an unprecedented collaboration, Carolina Deslandes launches an original song - "O teu toque" - which will be presented first-hand in this MEO campaign, marking the start of the new "Liga-te Melhor" positioning. This partnership innovates by breaking with the tradition of advertising campaigns, which generally use existing songs. The theme of the song reflects the artist's relationship with the brand in a unique and special way. As its ambassador for over 5 years, this relationship allows the artist to have a very close knowledge of MEO's work in the "Humanize You" territory, resulting in this incredible opportunity for the brand.
The campaign will be broadcast on television, radio, outdoor advertising networks, press, digital and MEO points of sale, in order to guarantee a broad, national reach.