CLIENT
Claro Guatemala
Diego Benjamín Sibrián, Marketing and Commercial Director Ana Reneé García-Salas, Communications Sub-Manager David Estuardo Castañeda Montoya Prepaid Marketing & Commercial Specialist Ilse Alejandra Castillo López, Prepaid Marketing & Commercial Specialist María Paola Loy, Marketing Management & Commercial Specialist
AGENCY
Juan Mauricio Wurmser, CEO & General Manager María Andrea Salvadó, Strategic Planning Director Ramiro Eduardo, Creative Services VP Rubén Leyton, Associate Creative Director Ricardo Castillo, Marketing & Services Director Ximena Díaz de Romero, Account Executive
SUMMARY
With TIGO's highly aggressive strategies in Guatemala´s North-Eastern region, Claro needed to recover its territory, so it decided to introduce a new package for the prepaid segment that offered a benefit never seen before in the category: unlimited calls to ALL operators, regardless of the network to which they belong. The “Los Chismosos del Nor-Oriente” campaign connected with the audience in a memorable way, allowing Claro to regain prominence and improve their results in a region of special importance for the category.
