Claro DM RINGTOWNS by Ogilvy & Mather Guatemala

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Industry Mobile Communications
Media Direct marketing
Market Guatemala
Agency Ogilvy & Mather Guatemala
Executive Creative Director Miguel Mayen
Creative Director Jose Contreras, Jorge Prez, Herberth Monterroso Ogilvy
Art Director Francisco Coutiño Ogilvy
Released June 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CLARO
Date of First Appearance: Jun 15 2009 12:00AM
Chief Creative Officer: Ramiro Eduardo (Ogilvy Guatemala)
Executive Creative Director: Miguel Mayen (Ogilvy Guatemala)
Creative Director: Herberth Monterroso (Ogilvy Guatemala)
Creative Director: Jose Contreras (Ogilvy Guatemala)
Creative Director: Jorge Prez (Ogilvy Guatemala)
Planner: Maria Andrea Salvado (Ogilvy Guatemala)
Art Director: Francisco Coutino (Ogilvy Guatemala)
Media placement: Radio Campaign-34 Spots - Emisoras Unidas (Nationwide) - 15 June 2009

Describe the brief/objective of the direct campaign.
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.

Explain why the creative execution was relevant to the product or service.
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 with reference to the projected response rates and desired outcome.
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.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign resulted in: • 70,000 + downloads for RINGTOWNS within a month of launching, beating the top ringtones at the time. • An estimated monthly frequency of 21,000,000+ spots, given daily average calls per user. • An improved perception for Claro´s mobile coverage, from deficient to nationwide. RINGTOWNS not only gave many Guatemalans a big sense of pride and identity, but also spread Claro’s coverage message by turning every incoming call or message into a commercial, with a reach and frequency that no other medium could have ever achieved.