REFLECTIONS by DraftFCB Rio De Janeiro for Tim

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REFLECTIONS

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Industry Telecommunications Services
Media Direct marketing
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: Dimensional Mailing
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 + DraftFCB)
Creative Director: Rui Piranda (Giovanni + DraftFCB)
Creative Supervisor: Ana Letícia Paranhos (Giovanni + DraftFCB)
Art Director: Ana Rocha (Giovanni + DraftFCB)
Account Manager: Lísia Fischer (Giovanni + DraftFCB)
Account Supervisor: Renata Bordon (Giovanni + DraftFCB)
Graphic Production: Alexandre Schulz (Giovanni + DraftFCB)
Graphic Production: Michel Soares (Giovanni + DraftFCB)
Graphic Production: Paulo Moraes (Giovanni + DraftFCB)
Prepress Production: Fabio Vinhas (Giovanni + DraftFCB)
Art Buyer: Rita Carvalho (Giovanni + DraftFCB)
Design/Production: Luiz Rodrigues (Zonazer0)
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/objective of the direct campaign.
After the TIM/Intelig merger, TIM needed to conquer IT directors, who were Intelig clients, in an attempt to avoid churn, which is expected on such occasions. We came up with a Relationship Calendar with exclusive gifts, by drawing on the concept “TIM wants to be as good as your company's reflex in a mirror”. Our purpose was to win the hearts of high-level executives for TIM. Every two months we would send them gifts created by award-winning designers, on fictitious dates, out of the usual calendar, for bigger impact.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To charm the executives and start a relationship, the solution was to offer them exclusive concept gifts which “reflected” a good image for TIM as a service render. Decorative pieces in 3D, crafted by designers and made out of reflective materials surprised the directors in their offices. The material for the relationship texts was also innovative. Messages were printed on special paper and polypropylene tags. A small additional tag, made out of PET bottles with the TIM logo functioned as a designer brand logo. The originality and exclusivity of the brands won the hearts of the Intelig clients for TIM.

Explain why the creative execution was relevant to the product or service.
The exclusive designer objects were a warm-hearting invitation for a special, unique partnership. The bags made out of reflective materials conveyed TIM’s desire to be the best “reflection” of the company/client relationship and lent even more sophistication to the gifts.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
There was no loss of contracts after the merger.
The relationship action contributed for retaining the Intelig clients and there was no significant churn after its merger with TIM.