Telecom Brand Gives Away Extra Minutes from Soccer Games to Prepaid Customers

Claro and Ogilvy Work Together on Stunt

Published On
May 02, 2014

Editor's Pick

Claro, a telecom brand that recently arrived in Costa Rica, wanted to reach the soccer-mad fans of the country -- without doing it through jersey sponsorships or billboards. They also wanted to reach prepaid mobile users, traditionally a disloyal base that is quick to switch providers if needed. The brand, along with Ogilvy, decided to create "Fourth Referee," a campaign that took the extra minutes of every Saprissa game (Saprissa is a Costa Rican football club) and gave it to prepaid users so they could use it to talk about the match. 50 million extra minutes were given away.

Credits

Date
May 02, 2014
Brand:
Claro
Client:
Claro
Agency:
Ogilvy & Mather-Costa Rica

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Project Type