Smart work from telecom brand Claro. They wanted to get involved in football sponsorship in a meaningful and smart way, so they created a campaign where the extra minutes added to games became free extra minutes for any Claro pre-paid customers watching the match.
The work was put together by Ogilvy Costa Rica. Jesús Revuelta, their Creative Director wrote in with the following: “Soccer is a littered branded environment. We looked for a way to sponsor soccer that would add value to the supporters, and make us stand out. With Extra Minutes, the telecom brand Claro has transformed one of the key moments of Costa Rica’s most popular sport, into a key moment for their largest target market: Prepaid airtime users”.
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