“You flex to be free” initiative focuses on Generation Z
With the objective of reinforcing the positioning of the Claro flex plan in the market, Claro, in partnership with the ID\TBWA agency, announces the launch of its new campaign, Voce flex para ser livre, which brings solutions designed for Generation Z, providing more flexibility and autonomy in the product for those who value practicality and innovations in the digital environment.
Priscila Steinberger, head of Claro flex, says that the plan offered by the brand was developed to be in line with the expectations and preferences of the first natives of the digital age. “This generation is very connected and has a consumption pattern based on the freedom of being able to access everything they want and wherever they are. With that in mind, we want to provide the convenience of solving all questions directly through the application, centered on simplicity and digital flexibility”, he explains.
For Ane Lopes, Claro’s brand and communication director, the new generation has constantly changed the way they consume and how society faces current demands, which is directly reflected in the look that organizations have on the trends dictated by this public. With changes in behavior, we are able to personalize our shopping and branding experiences. And more than that, we delivered a campaign with messages that really generate connection and identification with this consumer, who is more modern and moved by challenges”, she comments.
The films were produced to reach different young people through scenes that generate personal identification with moments, such as those passionate about games, music fans and lovers of outdoor activities. For the CEO of the iD\TBWA agency, Camila Costa, the campaign was designed to value innovation and the new dynamics of Generation Z, which prioritizes individual freedom and the way to connect with brands. This is an example of innovation in the category that makes us proud to not only digitally activate campaigns, but also to add creative concepts to them. We have achieved excellent results for Claro’s business and, more and more, we bring our opportunities to delight and renew in communication, she explains.
This new phase of the campaign, with 30, 15 and 6 films will be broadcast on digital media, social networks, actions with influencers and brand-owned channels, reinforcing all the product’s attributes.
