As the telecom sector reached market maturity, the acquisition of new clients had slowed.

Challenge – 80% of the wireless market is made up of pre-paid users. Claro estimates that 8%, or 3.2 million of its registered pre-paid users, are dormant. A dormant client is a registered user that has not re-charged his or her pre-paid account for over 6 months. Objective – Reactivate Claro’s dormant client base. Strategy – Claro chose the celebration of obtaining 50 million users as the chosen moment to focus on re-activating its more than 3 million dormant users. As part of its celebration, it planned on giving away 50 million prizes, ranging from free SMS to 0.00 Km cars. With 50 million prizes, the operator felt it had what it took to spark the interest of even the most reluctant customer.

We used Ronaldo, the world-renowned football star, as Claro’s spokes person. We chose the Twitter and YouTube to spark a dialogue with customers and only them to start the massive campaign.

Once Ronaldo’s video post began to make a lot of noise on Twitter and become a trending topic, Remi sent a tweet to Ronaldo commenting on his amazing acrobatics and challenging him to an acrobatic duel.

From then on, the fight was on, both professionals posted weekly videos of themselves doing tricks with a ball, always taunting one another in an effort to generate an increasing amount of buzz. The climax ended with Ronaldo’s final post inviting viewers to go on YouTube and check his new football trick. It was only them that the campaign was shown and Claro was revealed through an intervention on Claro’s YouTube brand Channel.

PR - The original challenge videos were reposted all over YouTube, generating more than 8 million views. When Googling "Ronaldo Remi" more than 12.500 pages of relevant results were listed.

Twitter – The action became Trending topic in Brazil.Spontaneous Media - Spontaneous media included exposure and comments in blogs, social networks, sports sites, online portals, and digital advertising sites. The campaign also exploded outside the net, becoming a topic of conversation on many television talk shows both in Brazil and abroad.In total, an estimated 2 million dollars in spontaneous media was generated around this PR campaign.ROI – Investment was of 10 million, the promotion was effective in increasing sales by 10%