Claro's Signs of Progress Ad Transforms a Small Community's Economy
Jana Pijak — July 29, 2015 — Marketing
Claro's 'Signs of Progress' commercial encourages economic growth within Central America's low-income communities. Shot in the style of a documentary, this commercial -- by Ogilvy San Jose -- starts off with some economic stats.
The ad follows the lives of Central American housewives who are often unseen and unpaid for their work. Even though their income is limited, there is one luxury that this commercial's subjects can't live without, television. For those who are unable to afford cable TV, screen loans are a costly alternative within this low income community.
Teaming up with local artists and the women themselves, Claro -- one of South America's largest telecommunications companies -- decides to affect positive change in this community by giving some of its most valued ad space to local business owners. Rather than being greeted by Claro's branded satellite antennas, the community's inhabitants are now greeted by signage that promotes local female startups -- ranging from hair salons to cake shops that were never before recognized as valuable businesses.
The ad follows the lives of Central American housewives who are often unseen and unpaid for their work. Even though their income is limited, there is one luxury that this commercial's subjects can't live without, television. For those who are unable to afford cable TV, screen loans are a costly alternative within this low income community.
Teaming up with local artists and the women themselves, Claro -- one of South America's largest telecommunications companies -- decides to affect positive change in this community by giving some of its most valued ad space to local business owners. Rather than being greeted by Claro's branded satellite antennas, the community's inhabitants are now greeted by signage that promotes local female startups -- ranging from hair salons to cake shops that were never before recognized as valuable businesses.
Trend Themes
1. Community Empowerment Marketing - Marketers can use their influence to empower communities and encourage economic growth.
2. Inclusive Branding - Brands can showcase their commitment to social responsibility by using their resources to support marginalized groups.
3. Docu-style Advertising - Documentary-style advertising can be a powerful storytelling tool to connect with audiences and promote social causes.
Industry Implications
1. Telecommunications - Telecom companies can use their marketing and advertising channels to inspire social change and add value to their communities.
2. Small Business - Small business owners can benefit from strategic partnerships with larger corporations that offer visibility and promotion.
3. Media and Advertising - Media and advertising agencies can use their industry expertise to create impactful campaigns that address social issues and support community development.
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