The Brand: NOS, the number 1 telecom brand in Portugal.

The Campaign: Access to Youtube directly through the TV receiver.

Brand Challenge: People watch Youtube mostly through their smartphone or computer. Even though smart tvs already provide access to Youtube, NOS added this service to their standard TV receiver so that people could now watch their favourite videos on the big screen regardless of their TV.

Strategic Approach: This wasn't exactly a breakthrough innovation that NOS was offering their clients. Regardless of that, it was a super relevant service if we consider that most people don't own a smart tv.. The Strategic Planning acknowledged the relevance of the service and decided to highlight the main source of Youtube video views - 3 out of 4 adults report watching YouTube at home on their mobile devices. In this case, we were not competing with other telecoms as none had this service. We were competing with the consumer routines. 

So why would people watch their favourite videos in a small screen, when they could play it in their favourite, bigger screen at home?

This is the real deal experience. Youtube as it should be.

Creative Concept: Youtube at large.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Zé Vieira
Account Director: Patricia Caetano
Account Manager: Rui Mascarenhas
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves