Presenter will help communicate to the consumer the transition phase with the conclusion of the telecom purchase and will be portrayed as an intern
With the conclusion of the purchase of Oi, TIM introduces Marcos Mion as the new brand ambassador. The strategy highlights the operator’s transition phase, which will receive part of Oi’s customers. This is a smart move, given that Mion was the poster boy for telecom, which was sold to TIM, Vivo and Claro. The ad is accompanied by a campaign created by the BETC Havas agency, with the motto I changed, now I’m TIM.
“Mion helps us explain to Oi’s customers that, like him, who was from Oi and came to TIM, we are inviting consumers to follow this path for TIM. In addition, he has a very nice life story, he is very family, he has an autistic son, he talks a lot about it. We wanted to bring in a person with deep values”, explains Ana Paula Castello Branco, advertising & brand management director at TIM Brasil.
Mion is featured in this first campaign for social networks, with subsequent developments to other media, as an “intern” at the operator, who gradually learns about the company until he reaches the position of brand ambassador to talk about products and services.
The global presenter reinforces TIM’s team of ambassadors, since the singer Iza continues as a spokesperson for the brand’s institutional communication. “Iza is an empowered woman, very important for our music platform”, says Ana Paula.
Speaking of music platform, TIM is in full swing with support for music events in the country. The actions began with TIM Music Noites Cariocas, in Morro da Urca, and followed with TIM Music for All, which will have a show with Caetano Veloso, scheduled for the 30th, at the Imperator – Centro Cultural João Nogueira, also in Rio of January. Among the initiatives, in July, there is TIM Music in Maranhão, in addition to the sponsorship of Rock in Rio, which takes place in September.
Recently, Marcos Mion and Itaú announced a partnership to co-create products and services. In this first year, the presenter of ‘Caldeirão’ will also represent the iti application as a partner in the challenges of business growth.
