TV ad campaign in Portugal uses blogs

A tv ad campaign for ZON (a cable operator that offers a triple play service) began airing the passed week on the main Portuguese tv networks.

The campaign isn’t very out of the ordinary, but for one thing: it mentions a blog url . Here’s the concept: people who sign in with ZON are so called “enlightned”. Among them are mostly common folk, one being a cleaning lady that keeps a blog where she talks about her job. Still doesn’t sound that interesting? What if she was the cleaning lady in the Olimpus?

Sure… the idea won’t win any gold lions at Cannes, but it is probably the first time a big tv campaign mentions a blog. And the blog is actually online, and being updated in a fairly regular basis. You can call it a first attempt at mass media viral marketing.

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Nuno Hipolito


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