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Bēhance

  • Ringtowns - Claro
  • Description

    Describe the brief from the client:
    The campaign's objective was to change the perception of Claro's mobile coverage from deficient to nationwide. The target audience was drawn from mobile phone users in general, our's and the competition's. The strategy consisted in generating a direct response from consumers through a radio campaign that invited them to either request a free ringtone by SMS or download it from Claro's webpage.

    Creative Execution:
    A nationwide mobile coverage such as Claro's allows people to feel closer to their hometowns by shortening the distance between them and their loved ones. Guatemala's internal migration rates have caused 70% of the population to be settled in the main urban cities, half of them immigrating from rural villages. Guatemalans who live in a different place from where they were originally born in, have a big sense of pride and nostalgia towards their hometowns. A ringtone that bears the name of your town or city, makes you feel proud and identified.

    Describe the creative solution to the brief/objective.
    Mayan dialects have given birth to the names of many of Guatemala’s towns and cities. We turned those names into RINGTOWNS, imitating the ringtones found in mobile phones, while making them available to consumers for free. 30+ RINGTOWNS that used the names of some of the 1,500 towns and cities throughout the country where Claro's coverage can reach, intended to turn every incoming call or message into a commercial for the network's mobile coverage.

    Basic description of the project: 
    Guatemala's internal migration rates have caused 70% of the population to be settled in the main urban cities, half of them immigrating from rural villages. IdeaMayan dialects have given birth to the names of many of Guatemala’s towns and cities. We turned those names into RINGTOWNS, imitating the ringtones found in mobile phones, while making them available to consumers for free. 30+ RINGTOWNS that used the names of some of the 1,500 towns and cities throughout the country where Claro's coverage can reach.RINGTOWNS spread Claro’s coverage message turning every incoming call or sms into a commercial.

    Credits: