TIM BETA TYPOGRAPHY by R/GA Sao Paulo for Tim

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TIM BETA TYPOGRAPHY

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Industry Telecommunications Services, Mobile Communications
Media Design & Branding
Market Brazil
Agency R/GA Sao Paulo
Released November 2011

Credits & Description

Category: Advertising Typography
Advertiser: TIM
Product/Service: TIM BETA
Agency: R/GA
Agency: R/GA
Design Director: Virgílio Santos (R/GA)
Media placement: Website - Online - 17 Nov 2011
Media placement: Outdoor - Brazil - 17 Nov 2011
Media placement: Print - Brazil - 17 Nov 2011
Media placement: Experiential - Brazil - 17 Nov 2011
Media placement: Mobile App - Brazil - 17 Nov 2011
Media placement: Packaging - Brazil - 17 Nov 2011

Describe the brief from the client
Kids are always experimenting, trying new things. In a word, they’re beta. Therefore, when TIM, one of Brazil’s largest mobile carriers, wanted to speak to them, they asked us to create a campaign in their language.

Describe the challenges and key objectives
The main objective was to court the youth market.

Describe how you arrived at the final design
TIM Beta was born: an ever-changing social campaign that lets kids co-create their plan. We gave out a limited number of SIM cards by invitation only. Each invitee got 2 invites to give to their closest friends via social networks. An accompanying app measured kids’ popularity compared with other Beta members, and recommended who to invite based on whom they interact with the most. In the spirit of beta, we designed a custom fingerprint font that was used across marketing executions. The top influencers were given cameras to capture their worlds, which served as online ads under the mantra ‘I am Beta’.

Give some indication of how successful the outcome was in the market
After launch, in just a few hours, we received over 20,000 tweets, making TIM Beta the most trending topic in Brazil. In 3 months, TIM experienced a 55% increase in revenue, and a 15% increase in plan usage. Over 650,000 people visited the site and requested invitations. Demand for the invitations is so high that TIM Beta SIM cards are selling on auction sites for $70.