We searched in social media for a new band with lots of potential but little resources. And we found them. They called themselves Rombai, they had just one homemade video online and no professional experience. We supported them in a way that made them achieve almost instant success, helping them become an extremely popular professional music group. As a result, their songs became Claro Musica’s main attraction and a powerful reason to download the app and subscribe to the service.

We launched exclusive songs by Rombai in Claro Música. We promoted them by producing high quality videoclips for the band and making them available in Youtube, where users were redirected to the service. We also used the songs as the soundtrack for all of Claro’s commercials in Uruguay. They were the visible stars of all the campaigns as well, appearing on television, radio, internet and outdoor ads. Rombai's songs spread organically across Latin America thanks to the videos, reaching Argentina first, due to our geographical closeness and shared culture, and becoming tremendously popular in Chile, Bolivia, Paraguay and Perú soon after.

Today, Rombai’s videos have more than 300 million views in Youtube. That is unprecedented, considering that they come from a country with only 3 million inhabitants and it all happened within a year. Their music is played in every party and radio station across most countries in Latin America. The original group of friends are famous stars now: they are constantly interviewed by the media and every detail about the band makes the news. Their shows around Argentina, Chile, Bolivia, Paraguay and Uruguay are a huge success over and over again. As for the impact on the brand, focus group results show that 3 out of every 4 Claro Música users reached the app through Rombai, not only in Uruguay but also in Argentina.