By Mark Baber
April 9 – Portugal Telecom (PT), Portugal’s largest telecommunications services provider, has launched two separate but innovative marketing initiatives over the last two weeks. Players from PT sponsored clubs have been displaying different PT brands on their shirts, depending on their age, whilst the company is separately sponsoring a mixed five-a-side football competition in schools.
Porto were the first team which took to the field in a national football league match with players under 25 displaying the MOCHE mobile network brand whilst the older players wore the MEO brand. Benfica and Sporting followed suit, last week, in a move that reinforced awareness of both brands
In a statement PT said: “This initiative aims to strengthen the brand strategy to position itself in the next sub-25 age group, through a new image, a new attitude and a new way of communicating.”
The MOCHE brand is also being promoted through sponsorship of the MOCHE Cup, a mixed five-a-side football competition that encourages both boys and girls, aged from 12 to 15, to play football.
This initiative, which is running from April 8 to June 16, is again aimed at bringing PT’s MOCHE brand closer to the younger generation. The competition is expected to include 4,000 participants and has the support of personalities such as the national coach Paulo Bento and football players Gonçalo Alves and Beto and is being run as a partnership between PT, School Sport and the Portuguese Football Federation.
Commenting on the completion, Luis Avelar, board member, PT, responsible for Marketing said, “One of the missions of the MOCHE brand is to be where the young people are. Including a girl in a football match is giving it another dimension.”
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