Idea of the day. Claro Extra Minutes

via contagious.com

Transforming a key moment of the most popular sport into the key moment for the most massive target: THE PREPAID USERS.
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The 4th referee gives away the extra minutes of every Saprissa game to Claro prepaid users, to talk about the match.
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CASE STUDY:
- Promo & Activation.
- Direct Marketing.
- Media.
- Mobile.
- Outdoor.

BACKGROUND
Telecomunication brand Claro recently arrived to Costa Rica and needs to gain marketshare connecting to the most numerous but disloyal target: the prepaid users.
To reach a massive audience, Claro wanted to enter the soccer world through sponsorships. But, how to become visible in a space that is already full of brands? And how to be relevant to a disloyal target that is always seeking for promotions? 

IDEA
The 4th referee gives the extra minutes of every Saprissa game to your Claro prepaid phone, so you can talk about the match.

Instead of using the standard spaces of sponsorship (jersey, ads...), we sponsored just the 4th official that referees Saprissa´s matches, the main soccer team in Costa Rica. We got into the game during a key moment of attention - the extra time announcement - giving Extra Minutes to Claro prepaid users, getting high attention of our specific target.

IMPACT 
50 Million Claro Extra Minutes of potential conversations about Saprissa. 
Thousands of new Claro prepaid clients per week.
91,6% costarican prepaid users reach.


MORE ABOUT OGILVY COSTA RICA:
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