Claro Takes Football Fans into Added Time

Costa Rica-based telecoms company, Claro, has launched an exciting experiential caign based on the injury time in football via Ogilvy San Jose.

The initiative, which utilises the minutes added on by the referee at the end of games, grants customers with more time to talk about the sport and engaging them via the brand’s service as a result.

When conjuring up the idea for the caign, the agency considered the fact that football is littered with branded content and advertising opportunities but instead looked for a way to tap into the game that would make Claro stand out, while at the same time offering value to the supporters.

“With Extra Minutes, 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", explains Jesús Revuelta, general creative director of Ogilvy Costa Rica.

The caign covers promotional marketing, direct response marketing, media, outdoor-ambient and mobile categories.

"I would not say it's an integrated caign,” he adds, “but it does have some of the ingredients: it does not chase people but it’s integrated in the game, the media is at the service of the idea, and can effectively fit into multiple categories.”

The caign rewards fans and potential/existing customers with valuable minutes to interact with friends at the end of Costa Rica’s most popular club Saprissa’s matches and the bonus comes at a time when their prepay credit is running out. Similar to how at the end of 90 tense minutes during a game, a few added at the end can prove invaluable, the extra Claro airtime for phone users is a winner for Ogilvy.