claro

Mexico-based América Móvil is a provider of wireless communications services in Latin America.
It has operations in 18 countries in the Americas with more than 225mn mobile customers and
more than 28mn fixed lines in Central America and the Caribbean. Its principal markets of
operations are Mexico and Brazil. The company operates in Mexico through its subsidiary
Radiomovil Dipsa (operating under the name Telcel) and provides mobile telecommunications
service in all nine regions in Mexico. In Brazil the company operates through its subsidiaries
Claro and Americal, under the brand name Claro. In addition it provides wireless services under
the brand name Claro in Argentina, Paraguay, Uruguay and Chile. In Colombia it operates under
the Comcel brand. America Móvil also provides fixed-line and wireless services in Guatemala, El
Salvador, Nicaragua and Panama. In total, the company provides coverage for a combined
population of 823mn. America Movil is headquartered in Mexico City.

Claro of Panama a new kid in the wireless communication market wanted to introduce its service
in an innovative way, it was important to reinforce the product’s desirability through appropriate
advertising.

Claro (the team) understood that marketing via smartphones would provide an excellent chance
to position the product in a premium environment. “Smartphones and tablets are definitely a
huge opportunity for our brands, not only because of the exceptional penetration rates, but also
because they allow us to reach our target anywhere at any time and to provide them with
relevant services or experiences,” explains Edgard Diaz CEO of Social-ice, our partner in
Panama. Social-ice is the agency in charge of designing, managing and measuring the results.
The goal was to discover a solution that would engage customers in a new, interactive way, to
drive effective branding at sponsor events and stores.

Right on target

The team took advantage of several events sponsor by Claro and started branding, promoting
and finding out the market share by capturing data using Engagebuilder’s cross-platform mobile
technology and communicating via email and social media. The methodology used is to offer
“enter to win” the latest Smartphone technology, in some cases right on the spot by using
EngageBuilder’s select winners option.
“We wanted to capture leads, but at the same time make sure they could experience our brand
and find out completion market share”

Sitting pretty

By targeting consumers at events such as Golf tournaments, concerts, malls, movie theaters and
others Claro has been able gain wide brand recognition across consumers and measure market
share, in some cases attracting 25% of engagement.

Let the engagement tell the story

While generating leads and measuring market share, Claro asked “how can we dig deeper into
the true desires and opinions of our customers”.
The team got to work and implemented a satisfaction survey in 80 stores using the same “enter
to win” methodology, 300 plus opinions are capture daily allowing management and corporate to
see real-time intelligence by measuring results by store and sales person performance. In-store
management is alerted via a real-time email when a customer is not totally satisfied.
Before the report to corporate was created blindly and took months to create; now all we have
to do is log in to EngageBuilder and we can see and act in real time.

Future Visions

In 2015, the company’s focus is to expand the platform and methodology to other countries in
Latin America including Mexico. Kiosk tablets will be implemented at stores to provide better
connectivity and expand consumer data gathering.
We love the many marketing tools EngageBuilder has to offer, we are just using some of them
to achieve our goals, “Edgard explains.” In a continue effort to bring innovative, sophisticated
and outstanding service to Claro.