TIM Telecom protects festival-goers with smart security, keeping phones safe from theft /

A real help / The Block Pin seamlessly integrates technology with the music festival experience, offering genuine value to attendees and underlining TIM’s dedication to connectivity and security.

The Rio Times reports that every hour, approximately 1,680 mobiles are stolen across Brazil, according to a survey by the Brazilian Public Security Forum and Datafolha. With over 40,000 attendees, Festival de Verão Salvador presents a prime opportunity for phone theft.

By offering festivalgoers this nifty bit of tech, TIM positions itself as an innovator while also addressing a real-world concern – phone theft at large events. This is not just a PR gimmick; it’s a practical solution that enhances people’s music festival experience.

We covered a similar story in April 2024, when Brazilian beer brand Brahma designed a phone with minimal features, allowing people to leave their pricey smartphones at home while staying connected during the Brazil Carnival.

As major event sponsors (Brahma at Brazil’s Carnival and TIM Telecom at Festival de Verão Salvador) both brands go beyond simple sponsorships to actively enhance the festival experience. The key lesson here is that effective marketing isn’t just about visibility; it’s about providing tangible benefits to the target audience.

Meet my needs / This campaign shows that telecom brands can offer more than just network coverage. TIM isn’t just promoting its products and connectivity services; it’s presenting itself as a brand that genuinely cares about customer safety. By developing and distributing the pin, TIM shifts the perception of a telecom provider from being a passive service to an active problem-solver.

In November 2023, we spoke with Ben Mooge, CCO at Publicis Groupe UK, about EE’s New EE brand platform. Speaking about the telecom industry, he said, ‘When 10 years ago, it was all about telcos, mobile providers and broadband providers, it’s impossible to ignore what Apple and Amazon have done in that share of life market. You’re serving everything from fitness to gaming to entertainment, Alexa to everything.’

Here, TIM’s approach addresses the changing landscape of the telecom industry, which has moved beyond simply providing mobile phones and home broadband to meeting connectivity needs in every aspect of life – security included. It’s no longer just about keeping people connected; it’s about ensuring they feel secure with their technology.

As Otavio Schiavon, VP creative director at BETC Havas, told us, ‘When a brand as big as TIM is always seeking to imagine possibilities, it goes beyond connectivity and services. Initiatives like TIM Block Pin dive deep into people’s daily lives, addressing the real need for protection, not just for devices, but for everything they hold. We’re not just safeguarding smartphones. We’re safeguarding their digital lives.’