Claro: LIVE PAUSE TV

Credits & Description:

Category: Best Use of Television

Advertiser: CLARO

Product/Service: DIGITAL TV

Agency: CAZAR DDB

Date of First Appearance: Jan 14 2010 12:00AM

Entrant Company: CAZAR DDB, Santo Domingo, DOMINICAN REPUBLIC

General Creative Director: Salvador Lister (Cazar DDB)

Senior Executive Director: Francinis Cabral (Cazar DDB)

Media Director: Rosy Peña (AOR Dominicana)

Audiovisual Producer: Angelica Vargas (Cazar DDB)

Media placement: Television - 18 placements - Telesistema, Antena Latina, Colorvision, - 14 01 2010



Results and Effectiveness

The sales of the product increase 25% in 3 months.



Creative Execution

We negotiated with local TV channels to make a demonstration of the product in real time so people could see on their own TV how it works.
Then we selected the top-rated movies that they were going to presented on TV
and while playing the movies we paused them, then rewinded them and then play it again.



Insights, Strategy & the Idea

Claro TV was the first cable service to launch DVR in the Dominican Republic.
People didn't know how it worked and we needed to find the way to show them.