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Non-Traditional — Direct Marketing

Entrant: Ogilvy & Mather, Guatemala

"Half of HBO for Free"

Directors: Rodrigo Calderón/Edgar Ramirez Copywriter: Ronald Arriola Associate Creative Directors: Herberth Monterroso/Ruben Leyton Chief Creative Officer: Ramiro Eduardo Global Chief Creative Officer: Tham Khai Meng Agency: Ogilvy & Mather, Guatemala Agency Account Director: Gustavo Alejos Client Account Director: Ana Rene Garcia Salas Corporate Name of Client: Claro
Description of the Project

The objetive of Claro TV's Half the Price for three months Campaign was to increase subscribers to HBO Premium Package from the actual cable clients that didn't have it.

The HBO Premium Channels were made available to all Claro TV non-subscribers during the time promotion (one month) with a black patch covering half of the screen. On this black space a super-impossed loop of credits communicated the promotion. First super: 'HALF OF HBO PREMIUM FOR FREE' followed by: 'GET THE OTHER HALF, CALL 2420 1515'

Knowing that worse than not getting the story at all is getting just half of it, and since the promotion was half of HBO Premium for free, instead of the 'Channel not Available' message we activated the HBO Premium channels to all non-subscribers allowing them to see ONLY HALF OF THE SCREEN.

This not only allowed us to reach 100% of our target but also gave them the chance to sample our product.

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