Signed by BETC Havas, the piece features three films, showing situations in which people like to drink a beer
Tim and Ambev came together to present the first to the fruit of the partnership signed in November 2023. Upon activation, customers of the operator’s prepaid plans will have a discount coupon to buy drinks through Z Delivery when they make a monthly top-up from from R$15.
The action is being announced with a campaign that aims to popularize the new way of ordering a drink and which features a new version of the song “Ombrim (oh how delicious summer is)”, featuring Marina Sena and Chico do Piseiro.
In the new verses, Marina sings “Oh, how wonderful the summer is, TIM recharges are coming, much more fun”. The piece is signed by BETC Havas.
The play features three films, showing situations in which people like to drink beer, such as barbecue, “warm-up” and football.
“This campaign was inspired by real moments in the consumer’s life, everyday situations that everyone connects with, such as moments of fun between friends, the weekend barbecue, the meeting to watch football… And, instead of ‘drop a round’, we reinvented this moment and encourage ‘drop a recharge’, with 360 communication that includes media in innovative formats. We are certain that it will be a success”, stated Camila Ribeiro, Director of Advertising and Tim’s branding.
In addition to open TV and digital media, the operator and its agency sought different formats, mainly in OOH and TikTok.
The communication will also have an action developed for social networks with influencers and artists such as Pocah, Vittor Fernando, Bomtalvo, Negrete and Arthur Picoli, who will receive personalized cans with a Tim Chip instead of the seal.
“The collective imagination around beer and summer is already dominated by codes established and built over years. When we are with friends at a bar, for example, and we want to continue with the fun, we ask for ‘down a round’ without giving up moderation , obviously. So, if it’s Tim who’s going to ensure that the fun continues, we’re going to give a new meaning to refilling and launch a new way of ordering beer”, added Alexandre Fernandes, Creative Director at BETC Havas.
