Tam Airlines: "BRANDING TOUR" Design & Branding by GAD' BRIVIA

Category: Large Scale Corporate Identity Schemes
Advertiser: TAM
Product/Service: TAM AIRLINES
Agency: GAD' BRIVIA
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: GAD', Sao Paulo, BRAZIL
Executive Director: Marcio Coelho (Gad)
Art Director: Roberto Ribas (Gad)
Art Director: Juliano Fagundes (Gad)
Art Director: Ana paola Loeblen (Gad)
Media placement: TAM- Corporate Or Brand Identity Large Scale - TAM Airlines Brand Website - 2010

Describe the challenges and key objectives
Target Public 25,000 staff members A number of head offices A Range of Cultures E-learning A fun, entertaining trip Educational and interactive content Demonstrating the level of learning Language forum Collaborative environment Directing actions about the brand Involving and raising public awareness Application Manual Guideline manual Teaching how to use the brand Downloadable Files

Describe the brief from the client
Raise awareness, train, balance expertise and strengthen the relationship between the TAM brand and its staff and suppliers spread throughout the world.

Describe how you arrived at the final design
A unique and inspiring experience that raised public awareness about the importance of the brand they have daily contact with. Furthermore, the digital platform allowed TAM to perceive the level of information and learning of its 25,000 staff members in relation to the brand, increasing the number of hits and the time spent on the site by users.

Give some indication of how successful the outcome was in the market
We created an environment able to transmit the same brand culture to a very widespread public. Thus, we attracted and involved the user through a fun and entertaining trip, presenting the content in a simple, educational and interactive manner, and with a language common to everyone.