Claro Promo, Case study TROCA O CHIP by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Art Director Airton Carmignani
Copywriter Fabio Fernandes, Ricardo Jones, Carlos Di Celio
Released October 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: CLARO
Date of First Appearance: Oct 8 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative director: Fabio Fernandes/Eduardo Lima (F/Nazca Saatchi & Saatchi)
Art Director: Airton Carmignani (F/Nazca Saatchi & Saatchi)
Copywriter: Fabio Fernandes/Ricardo Jones (F/Nazca Saatchi & Saatchi)
Account: André Gustavo/Saulo Sanchez/Thelma Mayr (F/Nazca Saatchi & Saatchi)
Media: Lica Bueno/Francesca Picchi (F/Nazca Saatchi & Saatchi)
Planner: Fernand Alphen/Dorian Dack/José Porto (F/Nazca Saatchi & Saatchi)
Agency Producer: Adriano Costa/Marcio Leitão (F/Nazca Saatchi & Saatchi)
Media placement: TV - Rede Globo, Rede Record, SBT and MTV - 6 October 2010
Media placement: Radio - Band FM - 6 October 2010
Media placement: Internet Campaign - 4 Spots - MSN - 6 October 2010

Insights, Strategy & the Idea
In Brazil, the C class (users of prepaid mobile phone) is not faithful to a single provider. They have a chip of each brand and exchange it several times a day, depending on the offer or the connection type (home number, for the same or a different provider, long distance, etc).

The challenge was to increase CLARO’s “Share of Chip”.

To do that, we decided to transform a habit into a fun slogan with a Word of mouth Power: TROCA O CHIP
(In Brazil, this slogan has a double meaning.
- Literal sense: Change the chip phone.
- Figuratively: Change your conversation, Change your attitude, Change your mind).
The idea has generated total engagement between the brand and target.

Creative Execution
The spot aired on TV had this “FUN SLOGAN”.

After a week on air, we put the slogan “Troca o Chip” into the mouth of many presenters of credibility, in programs with high audience, radio presenters... without the brand’s signature.
The consumer believed that not only they but also the artists had joined the slogan.

Results and Effectiveness
“Troca o Chip” quickly became popular. Turned into title reports in several newspapers, became theme song and popular expression at social networking.

CLARO, which was about to lose 2nd place to another brand, regained a comfortable distance from your competitor.