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.