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TIM campaigns

07/15/2008 - 00:00 AM

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When TIM was formed in July 1995, the company immediately needed to create an image of dynamism and technological innovation. The goal was to get people to see the firm as a "young" company in all senses of the term, while acknowledging its long-standing expertise and competency.The company's advertising campaigns reflected these requirements, and catered to the need to compete on the fiercely competitive mobile telephony market.

Initial campaigns


Management decided that the most effective way of creating the requisite image was through serial-based campaigns; humorous and appealing stories would enable TIM to persuade people to buy their first mobile phone and, subsequently, to find out about all the different ways they could use their new acquisitions.
The first three campaigns revolved around groups of characters. The 1997 campaign was a tale about three friends who get lost on their way to a church wedding; in 1998, a young girl headed off on her holidays, imagining that she would be leaving her parents behind, only to find that her parents are staying in touch from a variety of holiday locations.
In the follow-up campaign (1999/2000), TIM came up with the idea of a train as a common location for stories involving a number of passengers, including the relatives of sailor Giovanni Soldini, who picks up his phone in the middle of the Pacific thanks to satellite coverage. TIM advertised multiple products over the course of the campaign.

2000 on


The 2000 campaign was a big hit. Three young women, Gaia, Petra and Cristiana, have had their car stolen, so they decide to "borrow" a sailboat and circumnavigate Italy from Genoa to Venice. A number of VIPs were involved in the campaign, including singer Edoardo Bennato, who performs from “Neverland”. Kasia Smutniak starred in the (2002/2003) campaign as a young woman who jilts her fiancé at the altar in search of her freedom. During the journey, she bumps into the Mascalzone Latino gang, saves Gabriel Batistuta from overenthusiastic fans, springs her grandma from a retirement home, and persuades the priest to help her get back into her house. Along the way, she also meets a friendly dog called Ettore, who speaks in a Neapolitan accent and takes over a TV news show. Ettore subsequently wins the affections of Naomi Campbell, and goes on to land an Oscar as best director, presented to him by Sophia Loren. More VIPS, including Al Bano, the Hulk, Bobo Vieri and a further cameo by Naomi, kept the series going.

In 2004, Adriana (Lima) and Diego (David Gullo) star in a romantic comedy that kicked off with a trailer. During the 12-episode campaign, the company announced the rollout of TIM TURBO 3G services (EDGE-UMTS), represented by the famous MMS message “Catch me and I'll marry you”.
In 2005, the two leads arrive in Rome, where they meet a character destined to remain on screen for a long, long time. Traffic cop Urbano Persichetti, played by Christian De Sica, has a typical Roman sense of humour and brings an Italian-style light comedy touch to the company's advertising. De Sica and friends continued their zany adventures right into 2008.