When your favorite team scores a goal, what's the first thing you do? High-five your neighbor, of course. The second thing? Pull out your phone. Claro, a telecom company in Costa Rica, wanted to tap into this habit and the country's love for soccer. To attract prepaid users and give them more talk time, it partnered with Ogilvy.

Launch the campaign
Published
June 2014
Topics

The Story

When your favorite team scores a goal, what's the first thing you do? High-five your neighbor, of course. The second thing? Pull out your phone. Claro, a telecom company in Costa Rica, wanted to tap into this habit and the country's love for soccer. To attract prepaid users and give them more talk time, it partnered with Ogilvy.

If referees added five extra minutes (the time lost as a result of stoppages during the game), users watching the game could get those extra minutes of talk time on their phones.

Claro sponsored the fourth quarter of the games, and when extra minutes were given, the jumbotron displayed a code that users could text to retrieve their free minutes.

The Technology

The Results

Claro is gaining thousands of new clients every week. Just in digital media, there are at least 40 articles from 10 different countries. In Costa Rica, there are around 1.2 Million prepaid users, and they reached around 1.1 with this non-traditional campaign. They plan to repeat the campaign during the next soccer season.

50

Million extra minutes

91.6%

Costa Rican prepaid users reached

Launch Date April 2, 2014