Clever Claro TV Campaign Turns Rural Antennas Into Adspace
According to Jesús Revuelta, Ogilvy & Mather Costa Rica’s General Creative Director, “rural families -led by men- don’t have much, but they spend a large part of their money on loans for flat screen TVs”. Through Signs of Progress “Claro is turning their TV expense into a source of income”.
After collaborating with rural Central American artists and households, women’s startups were created, by transforming their dish antennas into billboards for their new businesses based on their favourite household activity.
The dish antennas are seen everywhere in the rural landscape of Latin America, so they are one of the most visible outdoors for telecommunication brands. “The new painted antennas are also more integrated into the local visual landscape, but the most important thing is that by ceding their outdoors, the brand’s generous behavior is empowering rural women to progress economically and socially”, says Revuelta.
Houseweives win but, of course, Claro wins too: the new antennas are creating a reason to buy (acquisition) and a reason to stay (retention), in a very specific target.
“It’s a really pervasive idea”- explains Revuelta. “It’s so liquid that it’s outdoor, direct marketing, media innovation, corporate responsibility, design,... but above all, it’s integrated into people’s lives. There is no need to chase these women with intrusive advertising, because now they have a new persuasive reason to obtain Claro Satellite TV instead of any other. In some way, this is a new and more seductive product”.
Creative Agency: Ogilvy & Mather Costa Rica
Creative Director: (General) Jesús Revuelta
Worldwide Chief Creative Officer: Tham Khai Meng
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