TIM Controle Mobile Plan had new benefits to launch: thousands of songs and magazines for free. And the brand wanted to give people a taste. How to get thousands of people to try the free service? We decided to do it in a bus stop.

Since Brazil does not use technology at bus stops to calculate bus arrival time, waiting usually takes a long time and people often get bored. What if TIM could transform this into a fun moment?

We created a bus stop that calculates the waiting time of a bus and then it puts together a song playlist or a selection of magazines to be enjoyed by the person waiting for the bus.

And to not miss the bus, the person receives a message a few minutes before the bus arrives.

An ad transformed into a service and entertainment.

To give thousands of people a taste of the mobile plan’s new benefits (free music and magazine), we selected outdoor bus-stop media. We chose two cities with the highest traffic of people where the campaign was run: São Paulo and Rio de Janeiro.

But how to give people an intelligent tryout?

We built an interactive outdoor that calculated the waiting time of a bus and then put together a playlist of songs or magazine articles to cover that particular waiting time for users to enjoy.

To obtain this precise information, we used GPS-based technology to allow the bus stop to search bus location via satellite.

As it was relevant in giving people both a tryout and also a public service, it created a new brand perception among people.

As we aren’t able to measure an OOH idea, we used social repercussion as metric.

When the special bus stop was up and running, we found a lot of positive comments on the brand’s Facebook page from people who interacted with it.

However, when the video of the activation was published on social media, the success became clear. On the brand’s Facebook profile, it was the most viewed (more than 3 million), the most shared (more than 51k) and the most commented post on the page (more than 5k). The comments were not only about the smart bus stop but also about the new benefits of the mobile plan. Which means that we were able to communicate a mobile plan in a very different and effective way.