Direct > Use of Direct Marketing
GIOVANNI+DRAFTFCB, Rio De Janeiro / TIM CELULAR / 2011
Overview
Credits
BriefWithProjectedOutcomes
To charm the executives and start a relationship, the solution was to offer them exclusive concept gifts which “reflected” a good image for TIM as a service render. Decorative pieces in 3D, crafted by designers and made out of reflective materials surprised the directors in their offices. The material for the relationship texts was also innovative. Messages were printed on special paper and polypropylene tags. A small additional tag, made out of PET bottles with the TIM logo functioned as a designer brand logo. The originality and exclusivity of the brands won the hearts of the Intelig clients for TIM.
ClientBriefOrObjective
After the TIM/Intelig merger, TIM needed to conquer IT directors, who were Intelig clients, in an attempt to avoid churn, which is expected on such occasions. We came up with a Relationship Calendar with exclusive gifts, by drawing on the concept “TIM wants to be as good as your company's reflex in a mirror”. Our purpose was to win the hearts of high-level executives for TIM. Every two months we would send them gifts created by award-winning designers, on fictitious dates, out of the usual calendar, for bigger impact.
Effectiveness
There was no loss of contracts after the merger.The relationship action contributed for retaining the Intelig clients and there was no significant churn after its merger with TIM.
Relevancy
The exclusive designer objects were a warm-hearting invitation for a special, unique partnership. The bags made out of reflective materials conveyed TIM’s desire to be the best “reflection” of the company/client relationship and lent even more sophistication to the gifts.
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