Claro is a South American telecom brand, after entering the Costa Rican market they wanted to gain marketshare by reaching out to the prepaid users. The brand wanted to enter the world of soccer through sponsorships. But because every inch of a soccer stadium is already filled with brand logo's, they found a new way to be in the spotlight. The 4th referee always announces the extra time after a game. Claro matched the exact number of minutes on the referee's board with calling credit and gave it to the people who needed it.
Claro: Extra minutes10
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- Agency: Ogilvy & Mather, San Jose
- Country: Costa Rica
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