TIM’s fixed ultra-broadband has changed: now, TIM Live is called TIM UltraFibra. And the novelty marks the beginning of a period of great expansion of the service, elected six times as the best broadband in Brazil. The name change aims to bring the service even closer to consumers, generating an immediate association with its very high download and upload speed attribute.
The operator’s partner agency, BETC HAS, conducted a survey in 2022 to understand the UltraFibra landscape – brand recognition and possible new names. During the research, it was identified that the name TIM Live was not widely recognized and a name that brought it closer to the category would be more relevant. It was from there that the opportunity to rebrand the product was identified.
With the novelty, a series of initiatives are planned to consolidate the new brand with the public, following a project of evolution and accelerated expansion of the service to several new markets that will be announced soon, throughout the year. The media campaign is headed by Marcos Mion, TIM’s ambassador since last year and who, now, debuts as a poster boy for TIM UltraFibra.
Fabio AvellarTIM’s Chief Revenue Officer (CRO), highlights the new moment of the operator’s residential product:
“In 2022, we conducted a survey with the market and consumers to understand the fixed ultra-broadband scenario and realized that we needed a name that would immediately translate the differentiated quality of our service. TIM UltraFibra fulfills this role, highlighting one of the main attributes of the product, which is the ultra fiber connection that enables the very high speed so praised by our customers. We are going to expand our presence in the sector, delivering solutions that really transform the user experience and becoming an even stronger reference for the Brazilian market.”
Campaign with Marcos Mion
To mark the new phase of TIM UltraFibra, the operator launches a broad campaign developed by BETC HAS. In addition to the name change, the highlight is the presence of Marcos Mion in his first action for the operator with the ultra-broadband product. With the motto “Your Home Ultra”, the communication will feature regionalized media, on TV, radio, OOH and internet, especially in São Paulo and Rio de Janeiro.
The TV movie takes place in a super-connected home. Mion is in an armchair that turns into a rollercoaster seat and enters an ultra-speed tunnel thanks to TIM UltraFibra. During the “journey”, he passes through environments such as a room that has become a large cinema and a bedroom gamerwhile highlighting the 1Gb attributes of high speed, best entertainment content and stability for online gaming. “Switch now to TIM UltraFibra and make your home ultra”is the invitation that closes the production.
Check out the video:
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