TIM started the campaign for Valentine’s Day this Monday. The operator brought the BBB 26 champion, Ana Paula Renault, as the star of the action. The central concept is based on the idea that everyone loves some product. Promotions include the PlayStation 5 starting at R$1,899.
The initiative seeks to reach both couples and single people. The latter are gaining increasing space on this date by taking advantage of discounts for personal purchases. The strategy reinforces the brand’s positioning among young and connected audiences.
Campaign uses humor and broad concept of desire
TIM built the narrative around a simple insight. Desire is not limited to romantic relationships. Ana Paula Renault brings this concept to life with her direct and humorous style. The influencer’s choice arose from the natural connection she maintains with the public after winning the reality show.
Gabriela Derraik, director of Communication Strategy at TIM, explained the logic behind the action. The campaign reflects real consumer behavior in a light-hearted way. The spell, as they play in the plays, helps people achieve what they want so much.
The production has elements of magic and humor. Advertising pieces show Ana Paula Renault in fun situations that refer to the BBB universe and the charisma that made her famous. The agency BETC Havas signed the creative work.
Highlights include PS5 and special payment conditions
The PlayStation 5 appears as one of the main attractions. The console costs R$1,899 in cash or in 21 installments of R$91. The offer is valid for new and current customers of the TIM Black Família Premium or TIM Ultrafibra 2 GIGA plans.
- PlayStation 5 from R$1,899 in cash or 21 installments of R$91
- Offers on smartphones, televisions and accessories
- Troca Smart allows you to deduct the value of devices used for payment
- Installments from R$67 in other product categories
- Exclusive conditions for the operator’s fiber internet plans
The Troca Smart program facilitates access to higher value items. Customers hand over old devices as part of the payment. This flexibility helps to facilitate purchases of desired products, according to the company.
Action reinforces TIM’s presence after BBB 26
The operator maintained strong visibility during the reality show. Participation as a sponsor generated high engagement on networks. Now, the Valentine’s Day campaign extends this connection beyond the program.
Ana Paula Renault won BBB 26 with a wide advantage. His trajectory within the house, marked by confrontations and sincere relationships, consolidated his popularity. The Minas Gerais native was already participating in TIM campaigns even before the end of the edition.
Thompson Gomes, CMO of TIM, highlighted the main objective. The action combines price, benefits and flexibility. The focus is on expanding access to high-demand electronics. The strategy includes both those looking for gifts and those who want to invest in themselves.
Offers cover different consumer profiles
TIM avoided limiting the date to couples only. The message reinforces that singles can also take advantage of the moment for personal acquisitions. This approach extends the reach of the campaign during an important commercial period.
Promotions involve smartphones of different ranges, televisions and various accessories. Full details appear on the operator’s official channels and partner stores. The conditions are valid for a limited time, in line with the Valentine’s Day calendar on June 12th.
Using Ana Paula Renault as an ambassador brings the brand closer to an audience that values authenticity. The BBB 26 champion represents well the light and close tone that TIM sought for this edition of the date.
