Tim Promo, Case study BALLOON by Neogama

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Industry Mobile Communications
Media Promo & PR, Case study
Market Brazil
Agency Neogama
Executive Creative Director Alexandre Gama
Art Director Pedro Utzeri
Photographer Bruno Cals, Marcio Simnch
Account Supervisor Osmar Benevente E Pedro Fragata
Illustrator Vetor Zero Team
Released April 2009

Credits & Description

Category: Commercial Public Services
Advertiser: TIM CELULAR
Date of First Appearance: Apr 10 2009 12:00AM
Entrant Company: NEOGAMA/BBH, São Paulo, BRAZIL
Executive Creative Director: Alexandre Gama (Neogama/BBH)
Creative Director/Art Director: Márcio Ribas (Neogama/BBH)
Creative Director/Copywriter: Wilson Mateos (Neogama/BBH)
Art Director: Pedro Utzeri (Neogama/BBH)
Media Director: Cris Bretas (Neogama/BBH)
Media Supervisor: Sílvia Machado (Neogama/BBH)
Media Manager: Camila Saad (Neogama/BBH)
Producer Director: Kiyoshi Takahashi (Neogama/BBH)
Account Director: Silvia Tommasini (Neogama/BBH)
Account Supervisor: Pedro Fragata (Neogama/BBH)
Photographer: Marcio Simnch (Freelance)
Photographer: Bruno Cals (Freelance)
Illustrator: Vetor Zero (Freelance)
Head of Planning: Eduardo Lorenzi (Neogama/BBH)
Planning Director: Renata Serafim (Neogama/BBH)
Media placement: NEwspaper - Jornal Diario - 10/04/2009
Media placement: Magazine - Anan Maria - 15/04/2009

Results and Effectiveness
The Infinity Pre campaign drew considerably more attention than previous TIM campaigns. According to a poll by the Synovate Institute, it had an approval rate of 85%, an understanding rate of 75%, and an appreciation rate of 76%. 76% of the people who were interviewed said the campaign caught their attention. Because of its notable success, Infinity Pre gave birth to a new platform for TIM plans. Several products – such as Infinity Pós and Infinity Controle – followed its launch.

Creative Execution
The strategy brought about total coordination between the format and the medium, boosting consumer engagement and generating superior brand recall. The format was based on an editorial approach: product placement initiatives on television, editorial highlights were placed inside speech balloons on magazines and on some websites, and movie trailers were put inside a frame designed specially for the campaign. Special attention was devoted to newspapers, which were delivered inside an envelope with a window-like, see-through speech balloon that revealed the front cover. Other channels such as radio and outdoor media were used to complement communication efforts, and generated frequency and visibility for the campaign.

Insights, Strategy & the Idea
To launch the mobile service plan Infinity Pre highlighting its distinctive feature: “Pay for the first minute and talk all you want”. A communications platform capable of showing the plan’s benefits and emphasising the customer’s power. Consumers of classes B-C are well informed about brief promotions. They have several SIM cards and use them to take advantage of low prices. They also pay careful attention to new plans that offer better prices and services. The idea was to find a proprietary format with a familiar approach to the audience – especially classes B-C – to facilitate message comprehension. It had to be distinctively placed within the media context, referring to subjects that were relevant to the target audience.