TIM FIBRA TOUR: AN AWARDED GUERRILLA MARKETING EXPERIENCE

The project

How to communicate a new technological service like TIM optic fiber?
Obviously with an involving project and an innovative format that connects the online and the offline world.

The Challenge

We had to find a very exclusive and innovative approach that could involve and entertain lots of people.

The Solution

The modern approach, the passion, the colors and the energy were the main characteristics of TIM that inspired our Tim Fibra Tour in 2018 in the North East of Italy. We coordinated 28 dancers in 13 different towns on the notes of All Night Long of Parov Stelar. The choreography involved the spectators as dancers invited people to discover the optical fiber in the closest TIM shop. We supported these local events by offline and online communication and brought the main characteristics of TIM (passion, colors and energy) to life.

The Result

The interactions of the public were great: amateur videos, social sharing and positive comments. We reached more than 1.250.000 views. Our strategy of connecting offline and online activities at each show in town was perfect to reach people directly, but also to stimulate photos and videos that could be shared online.
TIM Fibra Tour became a viral success that helped us to win the Mediastar Technical Award.