The rollout strategy was divided in two phases: To create awareness and win new fans and users.

In the first phase, our KPI was to increase views. We created and distributed viral videos. We used social media, to show the value of specific app features we noted were being talked about in influencers’ blogs.

In the second phase our KPI was to increase the number of downloads of the Blah app.

Most of the placements went on social networks as well as media placements on mobile.

After only 2 months into the campaign, we reached 9.6 million views and more than 1 million downloads in Brazil. TIM BLAH became the "most downloaded app of the week" on both Google Play and Apple Store.