Partnership brings summer campaign with the motto ‘Desce uma Recarga’, offering exclusive discounts for customers.
After announcing an unprecedented partnership in November, TIMoperator with the largest mobile network in Brazil and leader in 5G, and the Ambevbeverage manufacturer that owns the Z Delivery, deliver the first exclusive benefit of the union of the two brands. TIM prepaid plan customers will have a discount coupon to buy cold drinks from the country’s largest drinks delivery service when they make a monthly top-up from R$15. The new feature is presented in a broad campaign that, in line with the summer, promises give new meaning to refilling and popularize a new way of ordering beer in the hottest season of the year.
We are always ahead of the market, forming partnerships with leading companies in their segments to provide relevant benefits to our customers. TIM and Ambev are recognized for their innovation and, now, we are delivering together a disruptive and unprecedented offer, which transforms recharging into more possibilities for people, comments Fabio Avellar, VP of Revenue at TIM. The executive also highlights the importance of the prepaid segment for the company: we were the first operator to include video and add new content to prepaid. The idea is to reinforce the engagement and loyalty of these customers.
OZ Delivery, in turn, broke historic sales and user records last Black Friday and the partnership with TIM is yet another initiative to diversify and expand its consumer base.
Z’s broad portfolio, with more than 400 items such as beers, wines, spirits, soft drinks and snacks, is now available at a discount for TIM customers who want to receive their cold drink at their door quickly and at a low price, says Fernando Mazzarolo, vice president of Z Delivery.
The discount works like a cashback: recharging R$15 or more turns into a R$15 coupon that can be used on purchases starting at R$70 at Z Delivery. Each user can redeem one coupon per month. The process is simple: just register on the delivery app using the same data already registered with the operator and the coupon will be generated automatically. Anyone who is already a Z Delivery user needs to access the partnership websiteclick on the redeem discount button, enter the data, copy the discount code and apply it on the Z Delivery app or website.
Get a top up
A summer hit from a rising artist promises to be the recipe for success for the campaign that celebrates the partnership between TIM and Z Delivery. Developed by BETC HAVAS, the action brings a new version of the song Ombrim (oh how delicious the summer is), featuring Marina Sena with Chico do Piseiro. In the new verses, the singer sings Oh, what a delight the summer is, the TIM recharge comes down, much more fun.
This campaign is the face of TIM, light and young, presenting an unprecedented partnership and new benefits for prepaid customers in a very fun way and, obviously, with lots of music. It 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 going down a round, We reinvented this moment and encouraged downloading a top-up, with 360 communication that even brings media in innovative formats. We are certain that it will be a success, comments TIM’s Director of Advertising and Branding, Camila Ribeiro.
The campaign features three films, showing situations in which people like to drink a cold beer, such as barbecues, warm-ups and football with the crowd, and use a TIM top-up to get a discount on their Z Delivery orders. The music illustrates these moments in the verses sung by Chico do Piseiro from Pernambuco and brings an even more relaxed atmosphere to the pieces.
In addition to open TV and digital media, the operator and its agency sought different formats, mainly in OOH. TikTok will also be a bet for the company, as it is a platform where music reverberates in a very positive way.
This is more than a summer campaign: the first chapter of the unprecedented union between the largest mobile network in Brazil, leader in 5G, and the largest beverage company in the world, bringing the concept of smart partnership that promises to transform the customer experience, comments Alexandre Fernandes, Creative Director at BETC HAVAS. He explains how the motto came about and gives it a recharge: the collective imagination around beer and summer is already dominated by codes established and built over years. This claim arose precisely from. When we are with friends at a bar, for example, and we want to continue with the fun, we order a round, without giving up moderation, obviously. So, if TIM is going to ensure that the fun continues, we will give a new meaning to refilling and launch a new way of ordering beer.
Check out Ombrim’s version (oh how delightful summer is) for the TIM campaign:
OH, HOW DELICIOUS THE SUMMER
GET THE TOP UP AT TIM
MUCH MORE DIVERSE
GUYS’ BARBECUE
ARE PEOPLE ARRIVING EXCITED?
THE HEAT T BOILING
AND YOU ENTERED AT DAWN?
YOUR TEAM ENTERED THE FIELD
AND WAS IT A TURNOVER?
ASKED FOR MORE DIFFERENT?
THEN GET A REFILL
Technical sheet
Agncia: BETC HAS
Client: TIM
Product: TIM Pr Top
CCO: Erh Ray
General Director Rio: Flvia Braga
VP of Creation: Marcelo Bruzzesi
Creative Director: Alexandre Fernandes
Creation: Alexandre Fernandes, Rodrigo Jud, Pedro Lenz, Gabriel Oreiro, Alexandre Faria, Juliana Rosolem, Sergio Figueira, Carolina Ossanai, Andr Ferreira
Brands & Business: Aline Messa, Lia Galro, Manoella Giesta, Christiana Menezes and Kamilla Teixeira
Social Strategy: Daniela Lima, Marlia Cotrim, Leonardo Almeida
Content/Creation: Daniela Lima, Marilia Cotrim, Breno Cibelli, Leonardo Almeida
Listening: Flavia Braga, Gustavo Ortiz, Caio Leao
Strategy: Renata Barbosa and Paola D’Almeida
Media: Carol Esposito, Ana Vieira, Patrcia Cunha, Camila Luna, Juliana Pimenta, Hebe Treiger, Larissa Calixto, Ana Dutra and João Rocha
Client Approval: Camilla Ribeiro, Andr Machado Borges, Mariana Junqueira, Camilie Gerasso and Mariara Leal
RTVC & Artbuyer production: Ana Casagrande, Caroline Reis, Alessandra Luciano, Fernanda Assato and Vinicius Gonalves
Film producer: Santeria
Creative Director: Felipe Luchi
Directed by: Gustavo Leme
Production coordinators: Ana Paula Domingues
Service director: Paty Silveira
Attendance: Hellen Gazetta/Marlette Cella/Gabriella Reis
Director of photography: Felipe Hermini
Art direction: Thais Junqueira
Production director: Paula Ortiz
Assistant director: Pietro Sargentelli/ Mara Farah
Casting producer: Brbara Cattani
Costume producer: Carol Donato
Hairdresser and makeup artist: Otvio Maciel
Post-production: Alexandre Fernandes
Fitter: Edward Onon
Colorist: Edward Onon
Finisher: Renan Chagas
Post-production coordinators: Alexandre Fernandes
Post-production assistant coordinator: Maria Castelliano
Audio producer: Lucha Libre
Executive Producer: Ludmila Stempniewski
Musical Production: Danilo Barbalaco and Paulinho Corcione
SFX: Thcio Lever
Production Coordination: Thcio Palanca
Production assistant: Ronaldo Galdino
*Cover photo: Divulgao/TIM
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