Signs of Progress
Claro
Issue 36 | September 2015
Agency
Ogilvy & Mather Costa Rica
Creative Team
General Creative Director Jesu´s Revuelta Creative Supervisors Pablo Castillo Andre´s Aguilar Art Supervisors Daniel Gurfinkiel He´ctor Acun~a Copywriters Paula Corella Manrique Alvarado Designer Josue´ Garro
Other Credits
Group Account Director Nuria Andre´s Account Executive Gloriana Leito´n
Date
February 2015
Background
Claro wanted to grow market share in rural areas. The person who decided which services the family did and did not need was usually the housewife. She was the mainstay of family life, often unseen and unpaid for her work.
Because paying for TV was not cheap, Claro wondered whether they could help these women in rural areas create their own successful micro-economies.
Idea
Claro realised that their satellite dishes were valuable advertising space, which could be put to good use by women who started up their own small businesses. First by encouraging women to create their own businesses and then by bringing them together with local artists, Claro was able to turn their satellite dishes into billboards.
Not only did the idea empower housewives both socially and economically, it was 'self-liquifying' in that it helped generate the income to pay for the service.
It was not just an idea that led to the acquisition of new customers, it also encouraged retention by giving Claro customers an additional reason to stay with the service.
Results
Today, Claro is #1 brand in rural areas.
Our Thoughts
I know this is an analogue idea but it has its seeds in digital, where brands have to be useful in some way if they are to be noticed. This, then, is the physical version of an app, a utility that gives the user some reason to think well of the brand and even to change behaviour as a result. Getting women to start up their own businesses is behaviour scale of a radical nature and is to be applauded. Besides which, some of the dishes are just fabulous to look at.