Objective:

- Capture a larger number of satellite television subscribers in rural areas (Acquisition).

- Strengthen the brand connection with the rural target (Retention).

Context:

In rural-humble regions of Central America housewives decide home services. However, that's their only role within the family, because the majority of them are homemakers who receive no salary. This led our decision to focus the Claro Satellite TV campaign on them.

Execution:

Claro gave up its most valuable owned media (antennas with its logo), to people who needed more: housewives with no income.

After collaborating with local artists and households, homemakers who request or owns a Claro Satellite TV service now can request their antenna to be painted, communicating her main or favorite household activity, transforming her house into a women's rural startup. So Claro launched the first dish antennas that not only receive the signal but also receive income.

Every time that a woman sees an antenna, she is not only understanding what she could buy there, but also that she also can be a rural entrepreneur.

In addition, a Telephone Directory was delivered door-to-door to communicate these activities. A media that not only got high visibility for these women in surrounding towns but also generated a large amount of Claro Satellite TV requests.

- Claro turned these families TV expense into a source of income.

- A painted antenna not only helps women to earn some money, but it also invites other women to do the same thing.

- Brands always took advantage of spaces on dish antennas to advertise their own brand on the houses of their users. Claro's antennas became the only ones that help people to earn money, by funding women’s rural startups.

- The dish antennas are seen everywhere in the rural landscape of Latin America, so they are one of the most visible outdoors for telecommunication brands. Clearly, by ceding this advertising spaces, the brand’s generous remarkable behavior is empowering women to progress economically and socially.

- Claro turned these families TV expense into a source of income.

- Claro became #1 Satellite TV brand in Costa Rican rural areas.

By ceding this advertising spaces, the brand’s generous remarkable behavior is empowering women to progress economically and socially.

- Something such small scale a simple TV Satellite Antenna, made a huge scale "real social transformation in the community and the country", according to Manuel Obregón, Minister of Culture.