Turning coverage into something people can carry
Claro is one of the leading telecommunications companies in Guatemala and it faces a constant struggle to combat negative perceptions of their network coverage. So Ogilvy Guatemala created a campaign to counter these perceptions and communicate the wide coverage of Claro by involving consumers through their cellphones.
Imitating the sound of the traditional ringtones they communicated the names of towns and remote communities in the country. The campaign “Ringtowns” was based on local realities in Guatemala to create a strong sense of identity and pride, while communicating the wide coverage of Claro in an innovative manner.
The mechanic: make a town name sound like a ringtone
The product here is not a poster or a banner. It is a piece of audio people choose to install. Each ringtone is designed to sound like a familiar phone ring while “saying” a place name, so the coverage claim becomes something you hear repeatedly in daily life.
A “Ringtown” is a downloadable ringtone that encodes a specific town or community name into the audio, so the location itself becomes the message.
In telecom categories where coverage is questioned, making the proof travel through personal devices can outperform traditional persuasion because it shows up in real social moments.
Why it lands: social proof disguised as personalization
This works because it turns a skeptical claim. “We cover remote places.” into a personalized choice. If I download a ringtone that represents my town, then every time my phone rings in public, it signals both identity and reach.
That shift matters. It turns the coverage narrative from a corporate statement into a consumer-owned artifact that other people hear.
What Claro is really buying with this format
This is an awareness campaign that behaves like distribution. Downloads create repeat exposures. Call events create additional impressions. Sharing extends reach without extra media spend.
Most importantly, it reframes “coverage” from a technical map into a cultural map. Names and pride replace bars and statistics.
What to steal if you want participation without friction
- Make the message a utility. If people can use it daily, frequency is built in.
- Use identity as the opt-in. People adopt things that say something about where they are from.
- Design for public replay. Ringtones happen around other people, which makes the message audible and social.
- Keep distribution simple. Website download and text message fulfillment reduce barriers.
A few fast answers before you act
What is Claro’s Ringtowns campaign?
It is a mobile campaign that turns town and community names into ringtone-style audio. People download the ringtones, and every incoming call becomes a small, repeated reminder of Claro’s coverage.
How does it communicate network coverage without showing a map?
It uses place names as the proof. By turning remote locations into ringtones, the campaign suggests breadth of coverage through cultural recognition rather than technical claims.
Why is the ringtone format powerful for marketing?
A ringtone is repeated, public, and chosen by the user. That combination creates high frequency exposure with built-in social visibility.
What is the key participation mechanic?
Users download one of the “Ringtowns” from the Claro website or request it by text message. Installation is the commitment step that creates ongoing exposure.
What is the biggest risk if you copy this idea?
If the audio is annoying or the payoff feels unclear, people will not keep it installed. The artifact has to be genuinely usable, not just clever once.