Tim Tele Celular Sul Design & Branding GOOD DESIGN, GOOD BUSINESS by DraftFCB Rio De Janeiro

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GOOD DESIGN, GOOD BUSINESS

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Industry Telecommunications Services
Media Design & Branding
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Rui Gonçalves Piranda
Art Director Ana Nicole Rocha
Account Supervisor Renata Bordon
Released December 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: TIM CELULAR
Product/Service: TELECOMMUNICATIONS
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Dec 6 2010
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Chief Executive Officer/Chief Creative Officer: Adilson Xavier (Giovanni + Draft FCB)
Creative Director: Rui Piranda (Giovanni + Draft FCB)
Creative Supervisor: Ana Letícia Paranhos (Giovanni + Draft FCB)
Art Director: Ana Rocha (Giovanni + Draft FCB)
Account Manager: Lísia Fischer (Giovanni + Draft FCB)
Account Supervisor: Renata Bordon (Giovanni + Draft FCB)
Graphic Production: Alexandre Schulz (Giovanni + Draft FCB)
Graphic Production: Michel Soares (Giovanni + Draft FCB)
Graphic Production: Paulo Moraes (Giovanni + Draft FCB)
Pre-press Production: Fabio Vinhas (Giovanni + Draft FCB)
Art Buyer: Rita Carvalho (Giovanni + Draft FCB)
Design/Production: Luiz Rodrigues (ZONAZERO)
Design/Production: Daniela Ktenas (Daniela Ktenas Design)
Media placement: AR - 1715 Gifts To Be Office-Delivered To Top Intelig Clients - 6 DECEMBER 2010
Media placement: BALLOON - 1715 Gifts To Be Office-Delivered To Top Intelig Clients - 7 FEBRUARY 2011
Media placement: OFFICE WITHOUT BORDERS - 1150 Gifts To Be Office-Delivered To Top Intelig Clients - 20 APRIL 2011

Describe the brief from the client
Upon the merger between TIM and Intelig, TIM needed to conquer IT directors who were Intelig clients. A good relationship with these top decision-making executives could help minimize the churn that was expected to happen after the merger.

Describe the challenges and key objectives
We created a Relationship Calendar and enchantment gifts under the concept “TIM wants to be as good as your company's reflex in a mirror”. Findings from a study about modern luxury goods suggested the utilization of sophisticated dream objects and innovative packaging. Mirrored bags conveyed the concept and were surprising for escaping the hackneyed box format. Paper and polypropylene tags were used to identify the presents. A minitag made of PET turned TIM into a designer brand. For the delivery of the gifts, we hired luxury gift deliverers. Every two months an exclusive gift was sent to IT directors.

Describe how you arrived at the final design
In order to develop gifts that adhered both to the concept and the target audience, we commissioned designers widely awarded in Brazil and abroad. Unique pieces in 3D were created and manufactured in shiny materials, such as resin, acrylic and steel. These dream objects were packed in exclusive silver packs which also translated the concept “TIM wants to be as good as your company's reflex in a mirror”. And to protect the pieces during shipping, we used blue cellophane in the Pantone of the TIM logo, placing it inside the bags.

Give some indication of how successful the outcome was in the market
The IT directors were dazzled by the designer pieces and there was no loss of contacts after the merger.