A relationship programme was developed to enchant and surprise customers by showing their importance. A creative concept was developed (the theme was the elastic band) with these key attributes: to approach people with intensity, to keep distinct points united and all this with flexibility. Materials were always personally delivered to strengthen the approach. Key accounts, which were responsible for the distribution to final customers, received training on each direct mail item, with full information about the concept behind the material, in addition to instructions for delivery. Thus, the uniformity of the discourse regarding the TIM brand was assured.

Results show steady growth, demonstrating the desired relationship building. Contracts with these customers have been renegenerated and show better financial outcomes as well as increases in showroom floorspace for TIM - a great outcome. Professional relationships were also strengthened too as part of this relationship building campaign.