At R/GA, I was part of the TIM beta’s initial creative team, a project that would later win several awards and become a huge game platform for teens.

TIM is an Italian telecommunications company and one of the largest mobile carriers in Brazil. They were launching a new phone plan and we, at R/GA, were tasked to help them with that.

TIM beta was born: a prepaid phone plan that is completely based on teens’ data usage and social networks. The plan is connected to game-product called Blah-blah-meter. The more influential the teens were, the more discounts they got. Plan usage increased by more than 22%.

My role: Concept and Content / Creative Direction: R/GA

Juliana Mendonca
Creative Strategy, Concept, Content, Writing, Video, Film, Brand Strategy, Brand Development, Digital Advertising, Interactive Advertising