The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Gillian West, Social media manager

May 7, 2014 | 1 min read

Mexican telecom group Claro Americas has worked with Ogilvy Costa Rica to engage prepaid mobile customers in the region.

With the average prepaid charge being around $1 many customers live on the edge with their credit likely to run out at any moment.

With local interest in football particularly high, Claro decided to use the sport to engage its users giving away the extra minutes added to football matches by referees as additional credit on Claro prepaid accounts.

“We looked for a way to sponsor soccer that would add value to the supporters, rather than annoying them, and make us stand out,” explained Jesús Revuelta, general creative director of Ogilvy Costa Rica.

“With Extra Minutes, the telecom brand Claro has transformed one of the key moments of the most popular sport, into a key moment for their largest target market: prepaid airtime users.”

So far the initiative has given away 50 million extra minutes based on the games of Saprissa, the most popular football team in Costa Rica.

Content created with:

Ogilvy & Mather Group UK

The Ogilvy Group is made up of 10 world-class companies, working across a wide range of marketing disciplines.

Together, they combine to give clients a fully...

Find out more