2019 // @ HavasPlus
Background:
TIM, a cellphone operator, had launched a campaign called “The internet party” to sell a special internet bonus. The film ad had a famous duo singers, Simone and Simaria, great influencers and special memes known on internet. From that, our challenge was to think about a different merchandising in the most popular soap opera that was going on the television those times.
Insight:
Merchandising is kind of old school advertising, so, it was necessary to think in something different, that calls the attention and doesn’t seem invasive, but an immersive scene on the soap opera’s script.
Idea:
On the soap opera, there was a character called Ryan that had become famous, and we decided to call him, as a character, to be the new TIM’s cover boy inside and outside the soap opera. So, we watched all the Ryan’s path with TIM in the soap opera and we had the film ad that he played appear on the commercial break.
My part:
I participated in the creation of merchandising’s main idea, thinking in an integrated way with the soap opera’s script and the social media’ contents. I also managed the social media in real time during the special merchandising.
Results:
The soap opera had a great audience during the merchandising, reaching 35.1 average points. And mentions to Ryan and TIM reached organically more than 1K on Twitter.