To make the communication action closer to our target’s reality, we decided to use the newspaper as if it was the cellphone that was transmitting high speed data. Readers saw in practice what the new Edge data transmission technology was able to do.

We overcame Valor Econômico’s original resistance to placing an ad in a prime space. This positioning generated a positive perception among readers. We added value not only to the new product but also to the ClaroEmpresas brand by presenting it in a differentiated and bold way.