Mayan dialects have given birth to the names of many of Guatemala’s towns and cities. We turned those names into RINGTOWNS, imitating the ringtones found in mobile phones, while making them available to consumers for free through Claro’s web page or MMS.

The campaign resulted in:• 70,000 + downloads for RINGTOWNS within a month of launching, beating the top ringtones at the time.• An estimated monthly frequency of 21,000,000+ spots, given daily average calls per user.• An improved perception for Claro´s mobile coverage, from deficient to NATIONWIDE.RINGTOWNS not only gave many Guatemalans a big sense of pride and identity, but also spread Claro’s coverage message with a reach and frequency that no other medium could have ever achieved.