Claro Promo, Case study RONALDO VS RÉMI GAILLARD by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Joao Linneu, Rodrigo Castellari, Theo Rocha, Carlos Di Celio
Art Director Isabelle De Vooght | Roberta Harada
Copywriter Fabio Barbato
Producer Tribbo Post Team
Released January 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: CLARO
Creative Director: Fabio Fernandes/Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Isabelle de Vooght (F/Nazca Saatchi & Saatchi)
Copywriter: Fabio Barbato (F/Nazca Saatchi & Saatchi)
Programmers: Jefferson Russo/Rafael Barros (F/Nazca Saatchi & Saatchi)
Motion Graphics: Estevão Puggina (F/Nazca Saatchi & Saatchi)
Producer: Tribbo (Tribbo)
Sound: Ritmika (Ritmika)
Planner: Fernand Alphen/Dorian Dack (F/Nazca Saatchi & Saatchi)
Account: Saulo Sanchez/Teca Vilaça (F/Nazca Saatchi & Saatchi)
Media: Lica Bueno/Francesca Picchi/Camila Donice/Leonardo Moraes (F/Nazca Saatchi & Saatchi)
Agency Producer: Adriano Costa (F/Nazca Saatchi & Saatch)
PR Director: Maria Clara Cacaia Jorge (F/Nazca Saatchi & Saatchi)
PR Assistant: Vanessa Escremin (F/Nazca Saatchi & Saatchi)
Media placement: Online Marketing (OLM) - Twitter; Youtube. - 20 January 2011
Media placement: Spontaneous Media - Blogs e.g.: Frutilau; Frubala - 20 January 2011
Media placement: Spontaneous Media - Social Networks e.g.: Twitter; Youtube - 20 January 2011
Media placement: Spontaneous Media - Sports sites e.g.:; MaisFutebol; Lance!NET; Placar; - 20 January 2011
Media placement: Spontaneous Media - Online portals e.g.: UOL; Terra; O Fuxico; Daily Motion - 20 January 2011
Media placement: TV Shows - SBT; LCI. - 20 January 2011

Summary of the Campaign
As the telecom sector reached market maturity, the acquisition of new clients had slowed.
Challenge – 80% of the wireless market is made up of pre-paid users. Claro estimates that 8%, or 3.2 million of its registered pre-paid users, are dormant. A dormant client is a registered user that has not re-charged his or her pre-paid account for over 6 months.

Objective – Reactivate Claro’s dormant client base.

Strategy – Claro chose the celebration of obtaining 50 million users as the chosen moment to focus on re-activating its more than 3 million dormant users. As part of its celebration, it planned on giving away 50 million prizes, ranging from free SMS to 0.00 Km cars. With 50 million prizes, the operator felt it had what it took to spark the interest of even the most reluctant customer.

We used Ronaldo, the world-renowned football star, as Claro’s spokes person. We chose the Twitter and YouTube to spark a dialogue with customers and only them to start the massive campaign.

The Situation
Much of the acquisition strategies have been promotional based, aimed at luring in new clients, many of which already had an account with one of the competing operators.
Consequently, many users will be inclined to sign up with an operator, just to take advantage of a one-shot promotional offer.
Research indicates that pre-paid clients on average hold accounts with 3 different wireless network providers. Upon further research, we learned that users typically only use 2 of the 3 accounts, leaving the 3rd account dormant.

The Goal
Our objective was to get Ronaldo to engage in conversation with Claro’s dormant consumers, and get them to participate in Claro’s promotion so that they may once again become part of an active client base.

The Strategy
As one of the 10 most followed users on Twitter in Brazil, Ronaldo was the perfect person to initiate this dialogue through Twitter.
Without letting on that this was part of a promotional campaign, Ronaldo posted an amateur video on YouTube of himself realizing an incredible stunt with a soccer ball. He then shared the video with his fans on Twitter. Before long, comments began to poor in and fans began to share the video with others over the net. To get people even more involved, French football acrobat and comedian, Remi Gaillard was asked to participate.

Once Ronaldo’s video post began to make a lot of noise on Twitter and become a trending topic, Remi sent a tweet to Ronaldo commenting on his amazing acrobatics and challenging him to an acrobatic duel.
From then on, the fight was on, both professionals posted weekly videos of themselves doing tricks with a ball, always taunting one another in an effort to generate an increasing amount of buzz.
The climax ended with Ronaldo’s final post inviting viewers to go on YouTube and check his new football trick. It was only them that the campaign was shown and Claro was revealed through an intervention on Claro’s YouTube brand Channel.

Documented Results
PR - The original challenge videos were reposted all over YouTube, generating more than 8 million views. When Googling "Ronaldo Remi" more than 12.500 pages of relevant results were listed.
Twitter – The action became Trending topic in Brazil.
Spontaneous Media - Spontaneous media included exposure and comments in blogs, social networks, sports sites, online portals, and digital advertising sites. The campaign also exploded outside the net, becoming a topic of conversation on many television talk shows both in Brazil and abroad.
In total, an estimated 2 million dollars in spontaneous media was generated around this PR campaign.
ROI – Investment was of 10 million, the promotion was effective in increasing sales by 10%