TIM

The Objective

One of the highlights of Rock in Rio!

In a festival the size of Rock in Rio, official sponsors also need to make a great impression on the audience. This was the challenge facing TIM in 2024: as one of the event's main partners, the carrier aimed to be among the most talked-about brands at the festival – including on TikTok.

But to do this here, TIM needed a strategy that would really get our community to engage with them, spreading the message across the platform. In a festival filled with big names, how do you stand out in a unique way?

The Solution

Let's dance with Ivete!

Together with the advertising agency BETC Havas, TIM had already begun developing a very exciting campaign to position itself at Rock in Rio. In its second consecutive participation at the festival, TIM brought one of its ambassadors—singer Iza—to share her journey since the 2011 edition of the event when she was merely part of the crowd. The idea was to show her upward trajectory to 2024, when she performed on stage.

Using the slogan "With TIM 5G, the internet stage is in your hands", the campaign has generated huge amounts of content with other co-creators on TikTok to enhance the message and to promote the carrier's mobile internet service. All very good! Once again: at a festival the size of Rock in Rio, official sponsors also need to put their best foot forward in front of the public. The brand figured it could take things further on TikTok.

This is the reason why TIM came on board to book one of the main slots in our Rock in Rio commercial package. And it was quite a special pack, you know? Rather than just securing media formats, the solution paired the carrier with none other than the singer Ivete Sangalo! Yet another high-profile name for the campaign.

Working together with the singer, TIM launched a Branded Mission with content calling out to other creators to participate in a dancing challenge.

The goal was to record themselves performing choreography to the hit "Abalou". This included a bonus reward to encourage co-creation: not only to get a TikTok boost, as with other Branded Missions, but with the top videos also being featured on the big screen during Ivete Sangalo's festival performance. It was for a good reason that the challenge was named "No palco com Ivete" ("on stage with Ivete"), right?

In addition to the content created by the Bahian singer, TIM also secured the expansion of creative production by recruiting partners through the TikTok Creative Exchange. Through TTCX, the carrier connected with Spark, which brought other creators to the campaign such as Maria Clara Garcia (@claragnds), Thais Damaso (@thaisdamaso), Pedro Bonvivant (@pedrobonvivant), and Lucas Huback (@lucashuback) to further promote the mission.

This content was promoted in a thousand and one ways. How about TopView to transport the Branded Mission to the TikTok opening screen? It had it! Or Top Feed to ensure the message stayed in the very first feed positions? It had that too! And TikTok Pulse to place branded videos next to the most relevant content on the platform? Sure, it couldn't be missing. And In-Feed Ads to sustain the message and increase frequency? Of course it had it.

The Results

TikTok was all shook up—and more

The TIM campaign on TikTok for Rock in Rio 2024 was a genuine engagement success! Reaching 39.4 million people and garnering 116 million views, the brand successfully impacted a huge audience with its content throughout the event.

This increased visibility proved crucial in further strengthening TIM's brand and its 5G product, as shown by the Brand Lift Insights study conducted by the carrier in partnership with data, insights, and consulting firm Kantar.

Despite representing only 11% of the campaign's total investment, the TikTok strategy accounted for 26% of the overall impact, demonstrating the platform's ability to amplify the message. A key contribution was strengthening TIM's association with music: the action on our platform accounted for 30% of the metric's increase. This was also aided by 50% growth in Brand Love KPI.

This means so much more than just connecting to the general public, with TIM strengthening its musical and emotional identity to its consumers. TikTok ended up being the key component for TIM to stand out during Rock in Rio 2024. Would you like to see your own brand achieve results with such a major impact? Come and test a strategy with us!

Source: Lift+ Study by Kantar Insights do Brasil. Measurement period from August 29th to September 30th, 2024, with 800 people interviewed in Brazil.