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CLARO EXTRA MINUTES

基本信息
行业: 媒体与出版
媒体:推广与活动
投放:哥斯达黎加
风格: Minimalism
说明cnen
Describe the brief from the client:
Recently arrived to Costa Rica, the telecom brand Claro needs to gain its own space in the market.

OBJECTIVES:
- Gain marketshare between the most numerous but most disloyal clients: the PREPAID USERS. People who buy 1$ prepaid cards to barely talk some minutes, so they are daily running out of time in their cellphones.

REQUIREMENTS
- Enter the soccer world.

Promotion Development:
The 4th referee gives the extra minutes of every Saprissa game to your Claro prepaid phone, so you can talk about the match.

The brand enters integrated in the game exactly when soccer fans pay most attention in the stadium, TV and radio: at the end of the match. Being relevant to the clients we seek: those whose time is daily running out in their cellphones.

Claro prepaid users send a SMS and receive automatically the number of minutes the referee announced. This way, thousands of people will be waiting for that moment. Claro prepaid users have a reason to stay and competitors' clients will have a reason to switch to Claro.

Results:
50 Million Claro Extra Minutes of potential conversations about Saprissa.
91,6% costarican prepaid users reach.
Thousands (confidential) of new Claro prepaid clients per week.

Relevancy to Product/Service:
We became a Saprissa sponsor -main soccer team in Costa Rica- but instead of using the standard spaces of sponsorship (jersey...), we sponsored just the 4th officials, and only when they referee Saprissa.

Instead of using traditional commercials to communicate the promo, we aired TV and radio mentions exactly at the extra time announcement, while the 4th official is on the screen.

We got into soccer during the key moment of attention in every game: the final minutes of every half time. Since we give the Extra Minutes to Claro prepaid users, we got high attention of our specific target, who is daily running out of minutes.
制作信息
品牌:
广告公司:
创意总监:
美术指导:
设计:
客户主管:
客户经理:
制片:
其他职位:General Creative Director: Jesús Revuelta
奖项
戛纳国际创意节 2014
铜奖 推广活动
Use of Live Shows/Concerts/Festivals
最新更新
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