Category: Commercial Public Services
Advertiser: CLARO
Product/Service: MOBILE PHONE NETWORK
Agency: OGILVY GUATEMALA
Executive Creative Director: José Contreras/Miguel Mayén
Creative Director: Rubén Leyton
Scriptwriter: Jorge Pérez
Agency Producer: Juan Chávez
Account Manager: Tete del Cid
Account Supervisor: Susana de Donis
Advertiser's Supervisor: Carolina Tello
Production Company: 30 SEGUNDOS, Guatemala City, GUATEMALA
Director: Ender Barrientos
Producer: Ender Barrientos
Sound Studio: Ender Barrientos
Sound Engineer: Ender Barrientos
Music Artist/Title: Ender Barrientos
Other Credits: Ender Barrientos
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: OGILVY GUATEMALA, GUATEMALA
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO1: (In the style of a ringtone) Tucuru, Tucuru
Tucuru, Tucuru
Tucuru, Tucuru...
SFX: Mobile phone being answered
MVO2: Hello?
ANN: Reaching Tucuru and more than 1,500 villages across the nation.
For the best mobile coverage. Claro.
Full script of the ad in the original language
MVO1: (In the style of a ringtone) Tucuru, Tucuru
Tucuru, Tucuru
Tucuru, Tucuru...
SFX: Tono de respuesta de un teléfono celular
MVO2: Aló?
SFX: Tono de respuesta de un teléfono celular
MVO2: Aló?
ANN: Llegando a Tucuru y a mas de 1500 poblaciones en todo el país.
Con la mejor cobertura. Claro.
Brief Explanation
Guatemala's mayan dialects have given birth to the names of many of our country's towns and cities. We turned these names into 'Ringtowns'.
CHALLENGE: To change widespread negative perceptions of Claro's mobile coverage among Guatemalans. 70% of Guatemalans are settled in the main urban cities, half of them have immigrated from rural villages.
THE IDEA: To turn every incoming call or message into a commercial for Claro's nationwide mobile coverage, by immitating the ringtones found in mobile phones, while making them available to consumers for free through www.ideasclaro.com.gt or MMS.