1. Through a co-branding effort led by the agency, Claro was able
to hit the streets with a project that exceeded in 60% its
To make it happen, I was the one in charge of identifying
potential partners and tailoring unique opportunities for each of
them. Due to that, we successfully brought on board brands like
Siemens, Ford, Reebok Sports, Nike, Sirena Club and many others.
2. The whole project was only made possible due to my personal
connection within harbour authorities. Through my direct
intervention we were able to ﬁnd a cargo ship with the exact
size and cost that was needed.
The cargo ship was intentionally anchored in a “dead zone”
but, as it was equipped with its own antenna, it allowed
Claro to provide a ﬂawlessly service!
A clear beneﬁt for its customers
and a potential trial opportunity
(almost an obligation)
Every summer, millions of people leave their cities towards
Brazilian coastal cities for their vacations.
To keep in touch with these costumers, and also generate
extra-awareness, many brands follow their steps and
temporary move their communication efforts to these places.
From trial tasting to experiential campaigns, during these
months everything happen by the sea!
The Brazilian Carrier Claro conducted a pitch to ﬁnd the best
way to introduce its new package of multimedia services,
known as “Claro Ideas”, during the summer.
It was a known fact that its
two competitors were going
to re-edit their “mansion-like”
hospitality centres, and Claro
was afraid to be left behind.
The idea was clear: the only way to succeed was by taking
the “hospitality centre” concept to a new level.
The way to make Claro stand out among its competitors
lied into taking its services to a yet-to-be-imagined place.
Isn’t that the idea behind “being mobile”?
A FLOATING hospitality center
was the answer for that!
The ﬁnal project exceeded the proposed budget in more than
60%. By knowing that we had an outstanding idea in our
hands, our challenge was to convince the client of its potential
and, most important, of its do-ability.
The solution was to co-brand the project with complimentary
brands that shared the same purpose as the carrier and that
were able to provide its customer unique experiences.
This idea was totally aligned with the launching of the “Claro
Ideas” – carrier’s package of multimedia services – as it
allowed the carrier to offer a broad range of attractions on
-lan house and arcade
-pool deck and bar
✓ More than 30,000 people visited the Floating Hospitality
Centre, giving their contact info in exchange of the boarding
✓ The project received extensive coverage by the Brazilian
media, from many different local and national channels, even
before its launching.
✓ The ClaroTide was accoladed 2 Grand Prix as
the “Promotional Campaign of theYear” and
“Promotional Case of theYear”, in 2007, and
received 10 other golden and silver awards on
✓ Due to this extraordinary performance, the
agency was nominated as the “Agency of the
Year”, being Claro also nominated as
“Promotional Client of theYear”.