Case 07 · Thiago Bersou
Convinced people that mobile carriers can do good
- Client
- Claro, América Movil
The work
In a total brand repositioning, led Claro (América Movil) to nurture a social movement to approve the Portability Act, the right to switch carriers and keep your number, against the lobby of the other four major carriers. A point of view of its own in a category immersed in sameness. It helped Claro become the most valued telco brand in Latin America.
Results
- A full brand repositioning built around the right to switch carriers and keep your number.
- Central to winning the América Movil pitch, worth $20M in revenue to the agency.
- Claro went on to become the most valued telco brand in Latin America.