One of the year’s greatest challenges arrives with the strength of an iconic brand and the bold vision of WYgroup — Portugal’s largest communication ecosystem. Led by Bliss, WYcreative, WYnova, and NERVO, the project brings together expertise in communication, strategy, technology, artificial intelligence, and brand activation to create a unique, mobile-first experience.
Thirty years after changing the way the Portuguese look at digital, SAPO is once again making history with the launch of a new App, offering a more modern, intuitive, and personalized experience.
Designed and developed by Bliss, this new App leverages machine learning algorithms and generative artificial intelligence to deliver innovative features such as intelligent text and audio summaries. For the first time, users can listento their news as well as read it — enhancing accessibility and promoting a more inclusive experience.
The app also includes a dedicated section for newspaper and magazine covers, along with seamless integration with CarPlay and Android Auto, making it easy and engaging to access news and content on the go.
WYnova played a decisive role in implementing the artificial intelligence solutions, developing personalized feeds for each user and dynamic text and audio summaries, enhancing the experience and reinforcing the app’s innovative character.
For André Gil, CEO of Bliss, this project reflects the importance of partnership and its impact on SAPO’s digital future: “This is a project we are very proud of, not only for its technological scale and creative challenge, but above all for the value it adds to our client. The new SAPO App is a clear example of how collaboration between teams can accelerate innovation, enhance brand visibility, and pave the way for new ways of consuming information — smarter and tailored to each moment. It is the personalization, powered by AI yet controlled by the user, that makes this app truly stand out.”
WYcreative was tasked with redefining the place of this historic brand in the lives of the Portuguese.
With a unique relational legacy, the challenge was to honor the past while, above all, projecting SAPO into a new era. WYcreative therefore carried out a deep strategic work, consumer-centered, underpinning the rebranding and all communication. This included mapping behaviors, journeys, and motivations, which served as the foundation for generating insights into creative and editorial guidelines.
This strategic vision led to a new identity and the development of a multi-channel brand launch campaign featuring the tagline “SAPO — See for Yourself,” with presence across TV, radio, outdoor, digital, and connected TV.
More than just a change of image, it is a movement that redefines SAPO’s role in the digital world: an intelligent, reliable, and ever-present companion, helping the Portuguese see the world clearly — through their own eyes.
“We didn’t just want to change the way SAPO presents itself; we wanted to assert what it represents. SAPO is part of Portuguese digital culture — it’s a generational icon. Today, with boldness, we are launching it into a new era: closer, more relevant, and more mobile-first than ever,” says Sérgio Lobo, Executive Creative Director at WYcreative.
As part of this transformation process, NERVO brought SAPO to life by developing a new brand mascot.
More than just a visual element, the mascot was designed to be a lively and approachable point of contact, able to adapt and dress according to each event wherever SAPO is present.
With this initiative, the brand strengthens its physical presence among people, creating moments of closeness that complement its digital dimension, positioning it within the love brand territory it aims to continue occupying.
To strengthen connections with key partners and provide a first look at the new digital experience, NERVO developed a tour of the main media agencies, where teams had access to an exclusive pre-launch presentation of the new App in a close and collaborative environment.
For Gil Moreira, CEO of SAPO, this is a turning point: “This rebranding is a symbol of SAPO’s ability to reinvent itself. It reflects not only its functional scope but also the emotional bond it shares with millions of Portuguese people. It is our commitment to continue earning their trust, now with a smoother and more innovative digital experience.”
SAPO now enters a new era — closer, smarter, and more human — ready to inspire future generations and continue shaping the way we see the world.
