With a penetration level of almost 100%, the mobile telecoms category represents one of the most competitive industries in advertising in Chile. Claro, which offers mobile services across South America, launched in Chile in 2006. Since then, it has focused mainly on commercial communication of its products and services addressing the market in a horizontal way. It has maintained a positioning of ‘convenience’, and focused on specific targets only through a series of offers.
In 2009 the brand, along with MPG, embarked on repositioning work in an attempt to increase the brand’s prestige. As part of...