Optimus Magma Covers Lisbon and Porto

Sonaecom Cunha Vaz & Associados Direcção de Comunicação Institucional David Seromenho R. Henrique Pousão, nº 432 – 3º Tel: 21 31211 90 4460-841 Senhora da Hora Fax: 21 31211 99 Tel: 93 100 2000 Mobile: 93 9743 101 Fax: 93 100 2204 / 22 957 2204 E-mail: [email protected] E-mail: [email protected] E-mail2: [email protected] Website: www.sonae.com Porto, 8th January 2008 OPTIMUS MAGMA COVERS LISBON AND PORTO • Optimus presents new corporate identity • Strong bet on Relational Marketing actions • Greater Lisbon and Greater Porto “wake up” in orange Optimus enters 2008 with a completely new image, in one of the largest rebranding campaigns ever organised in Portugal. Integrated in the launching plan for its new corporate identity, Optimus will organise a wide range of relational marketing actions in the areas of Greater Lisbon and Greater Porto. On the 9th of January, the country will wake up in orange and be covered in magma, during a day full of surprises. Giant orange balls on the Tagus River and the Douro River, machines launching orange soap bubbles from central buildings in these cities, promoters circulating through the cities with giant inflatable orange balls, orange magma balloons hanging from cars and night projections in strategic points of these cities, amongst many other activities. And, because the 9th of January is not the end but the beginning of a new era, Optimus will promote new activities on the following Saturday, the 12th of January, where everyone will be able to participate in surprising initiatives, in strategic locations. The field actions Optimus will organise within the scope of its new image launch are conceived by the Torke agency. − Action details: 9th January, between 8:00 and 20:00 Lisbon and Cascais (some action areas): Gare do Oriente C.C. Vasco da Gama Alvalade Av. de Roma Praça de Londres Terreiro do Paço Martim Moniz Praça da Figueira Estrela Rato Page 1 of 3 Amoreiras Bairro Alto Chiado Santa Apolónia Alfama Cais do Sodré Docas Cascais Marina Largo de Camões C.C. Cascais Villa Av. da República Train Station Porto, Matosinhos and Leça da Palmeira (some action areas): Casa da Música Rotunda da Boavista Serralves Castelo do Queijo Palácio de Cristal Torre dos Clérigos Sé Ribeira Trindade Aliados São Bento Rua de Santa Catarina Marquês Estádio do Dragão Marginal de Matosinhos Pedro Hispano Paço da Boa Nova Marginal de Leça Initiatives: − Balloons in cars − Promoters with inflatable balls and balls on rivers − Soap ball machines These machines will be placed in buildings with great visibility; balloons will be placed in balconies. − Night projection On the 12th of January, new actions will be taken to the streets, in order to divulge the new Optimus to all Portuguese residents: 12th January, between 10:00 and 21:00 Lisbon (some action areas): Gare do Oriente C.C. Vasco da Gama Expo Rossio Chiado Terreiro do Paço Lisbon Downtown Cascais Marina Largo de Camões C.C. Cascais Villa Page 2 of 3 Av. da República Train Station Porto (some action areas): Casa da Música Rotunda da Boavista Serralves Castelo do Queijo Palácio de Cristal Torre dos Clérigos Sé Ribeira Cais de Gaia Trindade Aliados São Bento Rua de Santa Catarina Marquês Estádio do Dragão Marginal de Matosinhos Pedro Hispano Paço da Boa Nova Marginal de Leça Initiatives: − Promoters dressed up as magma, distributing small jars with orange soap bubbles − Plasticine Structures Placement of giant (orange and yellow) plasticine pieces in strategic locations. People will be able to personalize these pieces, by adding their contribution, or remove part of the plasticine and create their own pieces. − Promoters dressed up as magma, making giant soap bubbles − Lycra Amoeba Groups of 10 promoters inside a lycra suit, as if belonging to a piece of magma, will walk alongside people, interacting with them as magma would. − Night projection What do you need? ## Page 3 of 3 .

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