The competition will guide the operator’s communication strategy in the second half
Qatar Soccer World Cup sponsors have begun the countdown to 100 days of edition, which has been portrayed as the most connected. Regional partner of the competition, Claro has in the event its main investment in communication in the second semester.
It began to take shape this Sunday (14th) with the launch of the campaign, which presents the concept T at Claro, t at the Cup. This Monday (15), the company transforms bus stops in So Paulo and Rio de Janeiro into grandstands.
The strategy began to be structured at the end of last year, months before the official announcement, in February this year, says Ane Lopes, Claro’s brand and communication director. the second longest in the career of the executive in the company for more than 14 years, considering the period she worked at Net – the first was the preparation for the Rio de Janeiro Olympics, in 2016.
In the narrative, created by the Talent Marcel agency, the argument that people can watch the games wherever they want, from the TV screen to the smartphone screen, is a way of connecting the mobile and fixed services offered by the operator and also 5G, a technology in expansion phase in the capitals and which guarantees greater speed and image quality of the contents.
“Let’s say that people’s chairs form a large grandstand because I can watch the games from anywhere, from the chair at work, the sofa at home, the bus stop and the beach”, explains Lopes.
As a reinforcement of the activation, the brand is also launching a promotion that will award 11 customers, with the right to a companion, with trips to the World Cup. The action, carried out by DM9, includes the raffle of items such as a virtual assistant, smart camera and smartphones. It started on Saturday (13) and participation can be activated either through the hotsite or via the operator’s app. The digital unfolding of the entire campaign is left to iD\TBWA.
According to Lopes, the operator prepared an extensive media and content plan to support all communication. They took into account the new reality of broadcasts, with the emergence of new platforms, as well as conversations, amplified by social networks.
“We have a more open, macro plan, thinking much more about this mix in the 360. Not only in electronics, in digital, but also how we will be activating on the street, in stores, other media and content”, he explains. “I believe it will be a very differentiated World Cup, with a wide range of means of communication”, he adds.
One of the bets to generate conversations from the brand ambassadors, comedian Paulo Vieira, journalist Tiago Leifert and singer Anitta. They will even gain another colleague, Fernanda Gentil. The presenter and journalist will follow the World Cup directly from Qatar.
