Campaign details
Brand: Claro ChileBrand owner: America MovilLead agencies: Havas Media (Media Agency), Havas GroupContributing agencies: BBDO (Creative Agency), OmnicomMarket: ChileSector: Telephone & internet servicesMedia channels: Print - general, unspecified, Radio & audio, TelevisionBudget: 1 - 3 million
Executive summary
Claro, the telecommunications brand, needed to improve sales of home internet plans. The category was immersed in a battle over the amount of Mbps (megabits per second). However, Claro's internet offer didn't stand out for its megabits. Through social listening, we discovered that Mbps were...