A SPONSORSHIP INTEGRATED IN THE GAME
CLARO TRANSFORMED A KEY MOMENT OF THE MOST POPULAR GAME
INTO A KEY MOMENT FOR THEIR LARGEST TARGET: PREPAID USERS
CLIENT: Claro Costa Rica
PROJECT: Claro Extra Minutes
AGENCY: Ogilvy & Mather Costa Rica
INSIGHT:
Claro is a newcomer in Costa Rica.
- To gain marketshare, we recommended to attack the most numerous -yet most disloyal- customers: prepaid users.
- To gain awareness, Claro decided to enter the soccer world. But soccer is a littered branded environment.
So, how to be relevant to prepaid users through soccer?
IDEA:
Giving away extra minutes from soccer games to prepaid customers.
IMPACT:
- 50 Million Extra Minutes of potential phone talks about Saprissa.
- 91,6% Costa Rican prepaid users reach.
- Thousands* of new prepaid clients every week.
*(confidential)
_________________________________
AWARDS:
Cannes Lions 2014
Promo & Activation, Bronze
Direct, Shortlist
Clio 2015
Outdoor, Shortlist
El Ojo de Iberoamérica 2014
Media, Silver
Sport Campaigns, Silver
Festival Iberoamericano de Antigua Guatemala (Premios Jade) 2014
Media, Grand Prix
Integrated, Gold
Sponsorship, Gold
Media, Gold
Special events, Silver
Premios Volcán 2105, Costa Rica
Best Campaign of the Year
Integrated, Gold, Grand Prix
Promo, Gold, Grand Prix
Direct (Strategy), Gold and Silver
Media, Gold
Outdoor (ambient), Gold
Claro Costa Rica, Client of the Year.
_________________________________
Digital signae translation: "Claro sponsors the talks about Saprissa"
_________________________________
TEAM
Chief Creative Officer: Jesús Revuelta
Creative Directors: Paula Guevara / Jaime Gamboa
Art Director: Santiago Cardone
Designers: Alexander Camacho / Daniel Castillo
Account Team: Carolina Barrantes / Natalia Fernández
Production: Applebox
CLARO TRANSFORMED A KEY MOMENT OF THE MOST POPULAR GAME
INTO A KEY MOMENT FOR THEIR LARGEST TARGET: PREPAID USERS
CLIENT: Claro Costa Rica
PROJECT: Claro Extra Minutes
AGENCY: Ogilvy & Mather Costa Rica
INSIGHT:
Claro is a newcomer in Costa Rica.
- To gain marketshare, we recommended to attack the most numerous -yet most disloyal- customers: prepaid users.
- To gain awareness, Claro decided to enter the soccer world. But soccer is a littered branded environment.
So, how to be relevant to prepaid users through soccer?
IDEA:
Giving away extra minutes from soccer games to prepaid customers.
IMPACT:
- 50 Million Extra Minutes of potential phone talks about Saprissa.
- 91,6% Costa Rican prepaid users reach.
- Thousands* of new prepaid clients every week.
*(confidential)
_________________________________
AWARDS:
Cannes Lions 2014
Promo & Activation, Bronze
Direct, Shortlist
Clio 2015
Outdoor, Shortlist
El Ojo de Iberoamérica 2014
Media, Silver
Sport Campaigns, Silver
Festival Iberoamericano de Antigua Guatemala (Premios Jade) 2014
Media, Grand Prix
Integrated, Gold
Sponsorship, Gold
Media, Gold
Special events, Silver
Premios Volcán 2105, Costa Rica
Best Campaign of the Year
Integrated, Gold, Grand Prix
Promo, Gold, Grand Prix
Direct (Strategy), Gold and Silver
Media, Gold
Outdoor (ambient), Gold
Claro Costa Rica, Client of the Year.
_________________________________
Digital signae translation: "Claro sponsors the talks about Saprissa"
_________________________________
TEAM
Chief Creative Officer: Jesús Revuelta
Creative Directors: Paula Guevara / Jaime Gamboa
Art Director: Santiago Cardone
Designers: Alexander Camacho / Daniel Castillo
Account Team: Carolina Barrantes / Natalia Fernández
Production: Applebox