Claro Promo, Case study @CLARORONALDO by Ogilvy Sao Paulo

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@CLARORONALDO

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Art Director Daniel Prado, Izabella Cabral
Copywriter Fred Saldanha, Fred Aramis, Claudio Lima, Ronaldo Nazario De Lima, Luis Fernando Musa
Account Supervisor Camila Porto
Released September 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: CLARO
Product/Service: TELEPHONE COMPANY
VP Executive Creative Director: Anselmo Ramos (Ogilvy Brasil)
Creative Director: Claudio Lima (Ogilvy Brasil)
Copywriter: Claudio Lima (Ogilvy Brasil)
Copywriter: Fred Aramis (Ogilvy Brasil)
Art Director: Izabella Cabral (Ogilvy Brasil)
Art Director: Daniel Prado (Ogilvy Brasil)
Account Director: Valeria Barone (Ogilvy Brasil)
Account Supervisor: Camila Porto (Ogilvy Brasil)
Planner: Daniela Bombonato (Ogilvy Brasil)
Copywriter: Fernando Musa (Ogilvy Brasil)
Marketing Director: Erick Flores (Claro)
Marketing Manager: Carlos Scappini (Claro)
Marketing Manager: Erni Schroeder (Claro)
Marketing Manager: Barbara Toscano (Claro)
Motion Design: Daniele Galvao (Ogilvy Brasil)
Sound Company: Comando S (Comando S)
Sound Company: Serginho Rezende (Comando S)
Sound Company: Lou Schmidt (Comando S)
Copywriter: Ronaldo Nazario de Lima (Ogilvy Brasil)
Media placement: Press Conference - Hotel Emiliano / 50+ Journalists - 10/05/2010
Media placement: Website - CNN - 14/07/2010
Media placement: TV Interview - ESPN - 11/06/2010
Media placement: TV Interview - Globo Esporte - TV Glbo - 10/05/2010
Media placement: Website - Goal.com - 11/05/2010
Media placement: Website - Marca.com - 01/12/2010
Media placement: Website - The Huffington Post - 01/03/2011
Media placement: Magazine - Veja - 10/06/2011
Media placement: TV - CQC - Band TV - 10/05/2010
Media placement: Website - Uol.com.br - 27/04/2011

Summary of the Campaign
Claro, the second biggest telecom company in Brazil, had a tough time to be relevant in the World Cup (WC). The competition had secured the best properties and we could not buy our way into the conversation. So we had to create a relevant fact that would grab people and media’s attention.
We invited Ronaldo, number 9, the biggest scorer in WC history to do his debut on social network and take over Claro’s twitter account to use as his own. Creating the first celebrity branded Twitter account in the world, a channel that reached 1.6 million followers 10 months after started.

The Situation
We had very few options available, media properties had already been sold to our biggest competitors, so we could not buy our way into the conversation. We had to earn it. Also consumers were overwhelmed with the amount of World Cup talk on TV/Radio/Websites, we had to find another place to talk to them.

The Goal
Since the competition was sponsoring the national team, the coach, some players and the best media properties related to the event. Our goal was to create a fact so relevant that media channels and consumers would relate our brand to the biggest event of the year.

The Strategy
When the subject is football everyone in Brazil have an opinion. So to be heard, you need to be someone that has an unquestionable knowledge about it. And who better then the most important football player of the last 3 decades? Ronaldo. Number 9. The phenomenon. We invited Ronaldo to, not only be our spokesperson, but to be a content generator, our voice during the World Cup talking directly to consumers, with no filters, through one of the most important social networks in the world: Twitter. Creating the first Twitter account in the world that would unity a brand and a celebrity.

Execution
To draw the most attention as possible, we called in a press conference the day before the national team coach would release the list of players going to the WC. More then 50 journalists showed up, including international press, waiting for Ronaldo to either say why he was going or why he was not going. Well he was going to the World Cup, but in a new and extraordinary way, as a commentator, on Claro’s Twitter account, that from now on would also be his. He then started tweeting about the games, communicating with other players and celebrities through ClaroRonaldo account, exposing the brand to millions of other followers. And almost every week, he’d tweet something a bit more controversial that would make the news.

Documented Results
The day Ronaldo started tweeting, Claro had 30,000 followers. This number began to increase in a rate of 5,000 followers per hour. Now, 10 months later, ClaroRonaldo Twitter account have 1.6 million followers. Placing it as the biggest corporate account in Brazil and Latin America with 12 times the size of our biggest competitor’s account. Every week Ronaldo tweets a message from Claro, with promotions, launches, etc. And the click rates with his endorsement are much higher. As the first ever celebrity branded Twitter channel, the @ClaroRonaldo account took Claro’s brand to a countless number of channels, always keeping the Claro brand relevant whether the subject is football or social networking.