WHY TO COMMUNICATE A PRODUCT THAT EXISTS
WHEN YOU CAN TRANSFORM IT INTO A PRODUCT THAT COMMUNICATES?
ANTENNAS THAT NOT ONLY RECEIVE A SIGNAL
BUT RECEIVE INCOME
CLIENT: Claro Costa Rica
PRODUCT: Claro Satellite TV
PROJECT: Signs of Progress
AGENCY: Ogilvy & Mather Costa Rica
INSIGHT:
Rural Central American housewives are unseen and unpaid for their housework.
A large part of rural families income is spent on TV screen loans.
Without sacrificing the TV, can we help their economy?
IDEA:
Claro promotes rural women's startups by ceding its most valuable outdoor advertising space: its antennas.
Housewives were encouraged to create small startups based on their favourite household activities such as tailoring, cooking or giving hair tints. Then, collaborating with local artists to paint brightly colored billboards on their own satellite dish.
IMPACT:
- Now, the Claro TV Satellite product is "self-liquidable": it generates money enough to let families pay the service and the TV loans.
- Rural Costa Rican women are now seen and paid, so they are socially and economically empowered. According to the Ministre of Culture, Signs of Progress is provoking "a real social transformation in the community".
- The brand is helping to change traditional gender roles.
- Claro "Signs of Progress" creates a reason to buy (acquisition) and a reason to stay (retention), by giving a new competitive advantage to Claro TV.
_________________________________
AWARDS:
El Ojo de Iberoamérica 2015:
Direct - Alternatie media, Silver
Media - Public space, Bronze
Promo & Activation - Positioning, Bronze
Best Costa Rican Campaign
2nd Best Central American Campaign
Festival de Antigua Guatemala (Premios Jade) 2015:
Direct, Gold
Media - Best use of Outdoor, Gold
Outdoor, Silver
Design - Technique, Silver
Design - Special Designs, Silver
Promo & Activation, Bronze
Festival Volcán, Costa Rica 2016
Media, Best use of offline media, Gold
Outdoor, Ambient, Silver
TEAM
Chief Creative Officer: Jesús Revuelta
Group Account Director: Nuria Andrés
Creative Supervisors: Pablo Castillo / Andrés Aguilar
Art Supervisors: Daniel Gurfinkiel / Héctor Acuña
Creative Copywriters: Paula Corella / Manrique Alvarado
Designers: Josué Garro, José Salazar
Account Executive: Gloriana Leiton
Production Company: Applebox Producciones
Video Editor: Leo Fallas
-------------------------------
SOME GLOBAL (MAINSTREAM, INNOVATION, ART & DESIGN) COVERAGE:
WHEN YOU CAN TRANSFORM IT INTO A PRODUCT THAT COMMUNICATES?
ANTENNAS THAT NOT ONLY RECEIVE A SIGNAL
BUT RECEIVE INCOME
CLIENT: Claro Costa Rica
PRODUCT: Claro Satellite TV
PROJECT: Signs of Progress
AGENCY: Ogilvy & Mather Costa Rica
INSIGHT:
Rural Central American housewives are unseen and unpaid for their housework.
A large part of rural families income is spent on TV screen loans.
Without sacrificing the TV, can we help their economy?
IDEA:
Claro promotes rural women's startups by ceding its most valuable outdoor advertising space: its antennas.
Housewives were encouraged to create small startups based on their favourite household activities such as tailoring, cooking or giving hair tints. Then, collaborating with local artists to paint brightly colored billboards on their own satellite dish.
IMPACT:
- Now, the Claro TV Satellite product is "self-liquidable": it generates money enough to let families pay the service and the TV loans.
- Rural Costa Rican women are now seen and paid, so they are socially and economically empowered. According to the Ministre of Culture, Signs of Progress is provoking "a real social transformation in the community".
- The brand is helping to change traditional gender roles.
- Claro "Signs of Progress" creates a reason to buy (acquisition) and a reason to stay (retention), by giving a new competitive advantage to Claro TV.
_________________________________
AWARDS:
El Ojo de Iberoamérica 2015:
Direct - Alternatie media, Silver
Media - Public space, Bronze
Promo & Activation - Positioning, Bronze
Best Costa Rican Campaign
2nd Best Central American Campaign
Festival de Antigua Guatemala (Premios Jade) 2015:
Direct, Gold
Media - Best use of Outdoor, Gold
Outdoor, Silver
Design - Technique, Silver
Design - Special Designs, Silver
Promo & Activation, Bronze
Festival Volcán, Costa Rica 2016
Media, Best use of offline media, Gold
Outdoor, Ambient, Silver
TEAM
Chief Creative Officer: Jesús Revuelta
Group Account Director: Nuria Andrés
Creative Supervisors: Pablo Castillo / Andrés Aguilar
Art Supervisors: Daniel Gurfinkiel / Héctor Acuña
Creative Copywriters: Paula Corella / Manrique Alvarado
Designers: Josué Garro, José Salazar
Account Executive: Gloriana Leiton
Production Company: Applebox Producciones
Video Editor: Leo Fallas
-------------------------------
SOME GLOBAL (MAINSTREAM, INNOVATION, ART & DESIGN) COVERAGE:
