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.
Over 32 “Ringtowns” were downloadable from the Claro website or by text message, thus making each call into an advertisement for Claro.