According to research, 67% of Brazilian mobile owners used mobile for purposes other than voice calls. Usage of mobile to watch videos, listen to music and access mobile internet between 16 to 59 years old was quite high. TIM wanted was persuade participants to send a self-made video or a gift sponsored by TIM to their fathers on Father’s Day.
The mobile campaign took place from July 21st to August 17th with two different actions. A web banner invited users to send a gift sponsored by TIM to their fathers. Participants who interacted with the web banner could choose among four gift options, which included three different wallpapers and ringtones. Users entered their father’s data into the banner, which then sent an SMS inviting them to access a link containing the gift.
Users were also invited to make a film using a webcam and TIM promised to deliver it before the end of Father’s Day. Films were filtered, analysed by a moderator, and then delivered.
The TIM mobile campaign was unique in Brazil. Content was delivered from the web across devices and user generated concept was adapted, to promote cross-media integration. 9.436 users completed the sent a gift or a video to their fathers by SMS link.
Tim Fathers Day Campaign
Best Use of Mobile
- Brand:
- Tim Mobile
- Brand owner:
- Telecom Italia
- Category:
- Best Use of Mobile
- Region:
- Brazil
- Date:
- July – August 09
- Media Channel:
- Mobile
Please nominate a maximum of five favourite case studies to put forward for the People’s Award. They will appear in the “My Top Five” box on the top right. If you change your mind about any of the campaigns, simply click “remove”.
Cream (www.creamglobal.com) is an online service for media and marketing professionals that indexes and analyses best practice examples of brand communications from around the world. Cream’s user-friendly interface grants access to a library of over 2,500 case studies of leading marcomms innovation, collected from more than 250 expert spotters in every major market around the world.
A suite of comparative tools allows you to benchmark the quality of your ideas against these market leading examples, learn from best practice and keep up to date with the latest trends.
Daily news and analysis, reports and insight from the Cream editorial teams combines with the online library to provide you with competitive advantage, all via your desktop.
