A new campaign for Oporto has taken the brand’s cheeky persona and poured a whole lotta spice on it. To celebrate the chain’s $10 Meal Deal, Oporto is going back to its Portuguese roots.
We all know Oporto likes a little fire on its chicken, so media agency Bohemia has given lovers just that, spreading saucy messages in Portuguese that, when translated via text or Shazam technology, reveals some naughty phrases.
In collaboration with The Glue Society, Bohemia is aiming to get consumers to engage with the authentic Portuguese history of the brand via a fully integrated campaign, and in her first project as head of marketing for Oporto, Vanessa Rowed wanted to really push the boundaries.
“We are a youthful brand with undeniably delicious food and an irreverent spirit with our heritage at our core. We summarise this, our character, as Spicy Portuguese. Boho and Glue have successfully taken this campaign to a literal and exuberant execution,” she said.
Using landmark outdoor, transit sites and digital media, Oporto celebrate the tasty and generous $10 meal deals, with consumer participation highly encouraged as the campaign gives the audience the chance to translate the Portuguese headlines into English.
This digitally led journey allows the audience to enjoy the spicy humour of the brand – and takes them directly to a Spicy Portuguese campaign hub spicyportuguese.oporto.com.au where they can create their own spicy headlines and share with their network of friends.
Even B&T had a crack at it:
Glue Society’s Luke Crethar and Pete Baker said, “For us, this project was an opportunity for us to let our hair down and use new technology to make the simple idea of running ads in Portuguese come to life in an entirely new and shareable way.
“We’ve given people the chance to enjoy the hidden humour first hand via apps and text – and are then letting them take the reins through their own social channels.”
Bohemia’s Rosie Plunton and Jonny Cordony added, “The brief we strive to receive as agencies was realised and it is refreshing to be challenged and to allow agency partners to be bold and to invest in the brands personality.
“Adding value to consumer’s lives was imperative, so the approach called for simplistic eco-system planning to take advantage of every connection having a subsequent connection, and why not design it to stop customers, create intrigue and shock them along the way.”
Oporto Spicy Portuguese campaign will run for the next eight weeks across outdoor, digital, social, influencer networks and through content creation.
Agency/Media Agency: Bohemia
Creative Partner: The Glue Society
Creative Origination & Direction:
The Glue Society’s Pete Baker, Jonathan Kneebone & Luke Crethar
Campaign Strategy & Management
Bohemia’s Jonny Cordony, Rosie Plunton, Alaura Krueger
Bohemia’s Sally Hickson & Cameron Roberts
Bohemia’s Amy Araullo, Alexandra Thomas & James Turner
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]