MIND WITH NO FRONTIERS by Momentum Sao Paulo for Telecom

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MIND WITH NO FRONTIERS

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Industry Cell phones, Smartphones & Accessories, Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency Momentum Sao Paulo
Creative Director Cristiane Uflaker
Creative Mateus Prado
Released March 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: TELECOM ITALIA MOBILE
Product/Service: MOBILE TELEPHONE
Agency: MOMENTUM PROMOCOES
Date of First Appearance: Mar 10 2009 12:00AM
Entrant Company: MOMENTUM PROMOCOES, Sao Paulo, BRAZIL
Entry URL: http://www.youtube.com/results?search_query=Guerrilha+a%C3%A9rea+TIM&search_type=&aq=f
Chief Creative Planning Officer: Danilo Martins (Momentum Brazil)
Creative Director: Cristiane Uflaker (Momentum Brazil)
Creative: Mateus Prado (Momentum Brazil)
Production Director: Chesar Chamie (Momentum Brazil)
Production: Marcio Corso (Momentum Brazil)
Account Director: Marcos Preto (Momentum Brazil)
President: Jose Boralli (Momentum Brazil)
Gerente Corporate Identity: Flavia Miguez (TIM)
Coordenator Corporate Identity: Suzana Machado (TIM)
External Relations - Corporate Identity: Renata Bertolossi (TIM)
Media placement: Social Media - You Tube - 10.03.2010

Describe the objective of the promotion.
TIM mobile was launching a big institutional campaign wit a new creative concept: "Minds with no frontiers.“ One week before airing the TV spot they asked us to create an guerrilla mkt action to activate the concept and generate buzz in São Paulo and Rio, the two main and biggest cities of Brazil.

Describe how the promotion developed from concept to implementation
Challenge#1: We had 5 days to create, approve and produce the guerrilla campaign. Challenge#2: São Paulo had tough legal restrictions to any OOH or marketing action in streets. Fact#1: The print campaign and TV spots used phrases projected in scenarios. Fact#2: The campaing would start on TV in a Friday, 9pm. Insight: why not launch the campaign on air, LITERALLY? We created TIM Air Guerrilla. Two helicopters in each city flying and projecting phrases that activate the concept throughout different points and buildings of São Paulo and Rio. Teasers before 9pm and finally the concept at very same time the spot was on air on TV. Everything broadcasted on net.

Describe the success of the promotion with both client and consumer including some quantifiable results
We reached thousands of people in the two most populous Brazilian state capitals. The number of audience reached where the helicopters flew overhead, taking into account this high density, shows us that between half a million to one million people watched the action. The access to social media show that. On YouTube, more than 210 thousand accesses. More than 40 blogs in Rio and Sao Paulo cited the action, and in only one of them, Babado Sure, of Recife, there were 23 thousand hits. The total number of accessions was almost 40 thousand hits in one week, at 87 blogs around the country.

Explain why the method of promotion was most relevant to the product or service
No frontiers? this was the first time in history a campaign was on air simultaneosly on TV, Internet and physically on buildings and scenes, like classic Rio'sPostal card “Pão de Açúcar” Mountain. Looking inside the window towards TV you saw the spot and outside the window, you saw the phrases projected. Before 9pm the helicopters projected teasers like “there’s something happening”… and bloggers quicky spread messages/photos/vídeos. At 9pm the concept was revealed on TV and projections. Important: we created a new instant OOHmedia (no frontiers ?). No legal restrictions. And the phrases appear and disappear in 3sec and fly/move to different places.