Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Black Friday: Portuguese Prepare to Open Their Wallets More

Brand: Worten

Campaign: Black Friday

Source: https://www.imagensdemarca.pt/artigo/black-friday-portugueses-preparam-se-para-abrir-mais-os-cordoes-a-bolsa/

Goal: Increase consumer spending during Black Friday

Media: Television, social media, brand websites, brand apps

Summary: A study by Netsonda for Worten reveals that Portuguese consumers plan to spend an average of 369 euros during this year's Black Friday, marking the highest spending intention since 2018. The study indicates a 88% buying intention among respondents, with technology being the top preference. Worten is identified as the leading choice for purchases, with significant awareness compared to competitors.

Portugal

Startup Portugal launches international campaign created using artificial intelligence

Brand: Startup Portugal

Campaign: Portugal. A great place to start

Source: https://www.imagensdemarca.pt/artigo/startup-portugal-lanca-campanha-internacional-criada-com-recurso-a-inteligencia-artificial/

Goal: Promote Portugal as a top European destination for entrepreneurship

Claim: Portugal. A great place to start

Media: Video clips and real images combined with AI-generated content

Summary: Startup Portugal has launched an international campaign to establish the country as a premier destination for startups in Europe. The campaign, developed by The Hotel, utilizes artificial intelligence to showcase national talent, innovation, and impactful projects, featuring real images combined with over 5,000 visuals and 3,000 video clips. It aims to highlight Portugal's attractiveness based on talent, technological capacity, quality of life, and entrepreneurial ambition, especially ahead of the Web Summit event.

AI-generated content entrepreneurship innovation Portugal startup promotion

Portugal

The professional internship is just the beginning

Brand: PESSOAS 2030

Campaign: Professional Internships Awareness Campaign

Source: https://www.imagensdemarca.pt/artigo/o-estagio-profissional-e-so-o-comeco-pessoas-2030-da-voz-a-historias-de-quem-deu-os-primeiros-passos-na-carreira/

Goal: To promote professional internships and their impact on entering or returning to the job market.

Claim: Professional internships are just the beginning.

Media: Television, radio, social media

Summary: The PESSOAS 2030 initiative, in collaboration with the Institute of Employment and Vocational Training (IEFP), has launched a communication campaign to promote professional internships in the Northern, Central, and Alentejo regions of Portugal. The campaign, themed 'Professional internships are just the beginning,' focuses on personal stories from beneficiaries to highlight the real-world experience gained, skills development, and career progress made through these internships. It aims to enhance visibility for professional internships and their role in helping individuals find employment opportunities.

employment internships Portugal social inclusion

Portugal

Portugal in Transformation

Brand: Cofidis

Campaign: Global Rebranding Campaign

Source: https://www.imagensdemarca.pt/artigo/portugal-em-transformacao/

Goal: To reinforce proximity, authenticity, and future vision

Media: Content filmed in Porto

Summary: The article discusses the evolution of the tourism sector in Portugal amidst current global changes, highlighting a debate at the VIII Portuguese Tourism Summit. It also features Cofidis' new global rebranding campaign, emphasizing its commitment to proximity and future vision, depicted through scenes in Porto involving brand employees. Additionally, it mentions other promotional activities by brands such as Sagres and Purina within the Portuguese market.

branding campaign Portugal tourism

Portugal

Refueling at Shell Could Take Two Consumers to the Ducati Behind the Scenes at the Portimão GP

Brand: Shell

Campaign: Abasteça na Shell e viva o GP de Portimão com a Ducati

Source: https://www.imagensdemarca.pt/artigo/abastecer-na-shell-pode-levar-dois-consumidores-aos-bastidores-da-ducati-no-gp-de-portimao/

Goal: To offer consumers an exclusive experience related to MotoGP and Ducati.

Claim: Refuel at Shell and experience the Portimão GP with Ducati

Media: radio, outdoor advertising, digital channels, point-of-sale materials

Summary: Shell has launched a new campaign linked to the MotoGP Grand Prix of Portugal, allowing consumers to win an exclusive experience with Ducati in Portimão. Running from September 23 to October 21, participants can enter a draw by fueling at Shell stations, with different contributions for various fuel types. The initiative aims to bring consumers closer to the MotoGP and Ducati partnership, with winners enjoying a paddock experience and merchandise.

Ducati MotoGP Portugal Shell

Portugal

Terra Nostra Launches National Challenge: Give Your Opinion on Cheese Without Using the Letter ‘E’

Brand: Terra Nostra

Campaign: Challenge to write an opinion without using the letter ‘E’

Source: https://www.imagensdemarca.pt/artigo/t-rra-nostra-lanca-desafio-nacional-dar-opiniao-sobre-o-queijo-sem-usar-a-letra-e/

Goal: To engage consumers in a creative way while highlighting the simplicity of the product.

Claim: Prove and tell us what you think — without using a single 'E'.

Media: Website, Social Media

Summary: Terra Nostra has launched a national challenge inviting consumers to write a review about their cheese product without using the letter 'E'. The most creative entry will win a trip for two to the Azores. This initiative follows the brand's previous effort to remove the letter 'E' from their packaging to draw attention to the absence of additives in their cheese. Participants must purchase the product, keep the receipt, and submit their review online, with each entry requiring a new purchase.

cheese consumer engagement creative contest Portugal

Portugal

Volvo takes the new EX60 on a tour around Portugal with 22 stops at dealerships

Brand: Volvo

Campaign: Circuito Volvo EX60

Source: https://www.imagensdemarca.pt/artigo/volvo-leva-o-novo-ex60-numa-volta-por-portugal-com-22-paragens-em-concessionarios/

Goal: To provide the public with an opportunity to experience the new Volvo EX60 through test drives.

Media: Event sessions, test drives

Summary: The Volvo EX60 is touring Portugal from September 11 to October 1, visiting 22 dealerships. Dubbed the Circuito Volvo EX60, this initiative allows the public to get acquainted with the new electric SUV and participate in free test drives. Each stop will include sessions on electric mobility covering autonomy, charging, and daily driving experiences, led by Ricardo Oliveira. The EX60 is designed for families, offering three versions with varying ranges, featuring advanced technology updates.

electric vehicle Portugal roadshow test drive Volvo EX60

Portugal

Primark Opens First Store in Castelo Branco One Day After Reaching 500 Stores Worldwide

Brand: Primark

Campaign: New Store Opening in Castelo Branco

Source: https://www.imagensdemarca.pt/artigo/primark-abre-primeira-loja-em-castelo-branco-um-dia-apos-chegar-as-500-lojas-no-mundo/

Goal: Expand presence in Portugal and create jobs

Summary: Primark has officially opened its first store in the Castelo Branco district at the Forum Castelo Branco shopping center, marking its 14th location in Portugal. This store, covering over 900 square meters, offers fashion collections for women, men, and children, beauty products, and home goods. The opening is part of a €45 million investment plan that aims to create over 300 new jobs in the country. Following this opening, Primark plans to continue its expansion with new stores in Setúbal, Vila Nova de Gaia, and Porto.

employment Portugal retail expansion store opening

Portugal

Nestlé: Two Factories Taking National Production to the World

Brand: Nestlé

Campaign: Beyond Brand Images

Source: https://www.imagensdemarca.pt/artigo/nestle-duas-fabricas-que-levam-a-producao-nacional-ao-mundo/

Goal: Showcase Nestlé's production impact in Portugal

Claim: Nestlé contributes significantly to the Portuguese economy

Media: Newsletter, documentary episodes

Summary: This article discusses the impact of Nestlé's two production facilities in Portugal, revealing their economic contribution and presence in the market, including job support and export efforts through a series entitled Beyond Brand Images. It highlights the brands produced, the economic study conducted by PwC, and the less visible aspects of Nestlé's operations in the country.

economic impact Nestlé Portugal production

Portugal

The Shoes Must Go On

Brand: Portuguese Footwear Industry

Campaign: The Sexiest Industry in Europe

Source: https://www.imagensdemarca.pt/artigo/the-shoes-must-go-on/

Goal: To change the international perception of Portuguese footwear.

Claim: The Sexiest Industry in Europe

Media: Fashion shows, professional fairs, collaborative projects, partnerships with educational institutions

Summary: The Portuguese footwear industry has struggled with international perception despite high-quality production. To combat this, APICCAPS launched a promotional strategy called 'The Sexiest Industry in Europe', aiming to showcase Portugal as a creative and innovative player in the fashion world. This campaign has led to increased visibility and participation in major global fashion venues.

fashion footwear marketing Portugal

Portugal

Two Portuguese Beaches Among the 10 Best Hidden Beaches in Europe. Find Out Which

Brand: DiscoverCars.com

Campaign: Hidden Beaches in Europe

Source: https://www.imagensdemarca.pt/artigo/duas-praias-portuguesas-entre-as-10-melhores-praias-escondidas-da-europa-saiba-quais/

Goal: Highlight less known beach destinations

Claim: Discover beautiful, quieter alternatives to crowded tourist areas

Media: Newsletter, Online Platform

Summary: DiscoverCars.com has selected Praia da Mata and Praia do Garajau as two of the ten best hidden beaches in Europe. The selection aims to promote lesser-known, tranquil beaches that offer alternatives to usual crowded tourist spots, providing insights on accessibility, amenities, and rental car costs. The two Portuguese beaches are praised for their beauty, tranquility, and suitability for various activities such as sunbathing and snorkeling.

beach hidden gems Portugal summer travel

Portugal

Do you know the 50/30/20 rule? Cetelem wants to help families manage their budget

Brand: Cetelem

Campaign: 50/30/20 Budget Management Guidance

Source: https://www.imagensdemarca.pt/artigo/conhece-a-regra-503020-cetelem-quer-ajudar-as-familias-a-gerir-o-orcamento/

Goal: To help families manage their household budget

Media: Newsletter

Summary: Cetelem has gathered a set of recommendations to assist the Portuguese in managing their household budget, advocating for the 50/30/20 rule to balance expenses, leisure, and savings. This initiative comes at a time when inflation shows signs of slowing down, but many families continue to feel financial pressure. The brand emphasizes the importance of financial planning and responsible management of household budgets.

Cetelem financial planning household budget Portugal