Contents

 Abstract
 telecommunication sector of Portugal
 The regularity authority
 The case study
 The competitor
 Emergence of humor in marketing
 The use of humor in marketing by MEO
Abstract

 Humor in marketing is useful

 It can be gold

 The case study tells the story of MEO

 Use feeling of the customer

The telecommunication sector in
Portugal
 Sector is improved and modern sector
 Portugal stand in better place in Europe
 This sector is divided
1 postal services
2 electronic communication sector
voice ,data and video
 Growth and income
The NCA

 National communication authority (ANACOM)

 Regulatory authority clear from law article
 Responsible for implementing laws
 And technical requirement within their assessment
 Powers
 Enforcement of the law and regulations applicable to the
communications sector;
 Initiation and prosecution of sanction cases and punishment of
offenses that fall within its competence.
Emergence of humor in marketing
(in Portugal)
 Emergence of humor become popular among people generating
positive reaction among customers
 Initially humor was used in quick ads .
 MEO decided to use humor and make some thing different using
famous people
 Focusing on main message product advertising
 They chosed gato fedranato
Gato fedranato

 Gato Fedorento is a group of four Portuguese comedians

composed by: Ricardo Araújo Pereira, José Diogo Quintela, Miguel
Gois and Tiago Dores.
 Started in 2003
 A blog ,
 Stared a show in 2006
 The first company to use humor was a bank
The use humor in marketing by PT
Comunicações
 August 2006 stared first ad with gato fedarento
 "Agora é outra conversa“
Humor in MEO

 Advertising by humor wd gato fedranto came form a study and

discussed in internal meeting
 Used by meo and had a spontaneous recall among consumers
 Started a campaign in 2008
 Support meo as tv of the future
 Reasons of success ;
 They used traditional media
 Meo was interactive with customer
 characters “MEOS Comandantes” refer to the brand values of
innovation and futurism