An agency led a co-branding effort to help Claro, a Brazilian carrier, launch a new multimedia services package called "Claro Ideas" during the summer. The agency proposed anchoring a cargo ship to serve as a floating hospitality center, exceeding the budget by 60%. Through connections, the agency found a ship in the right size and cost. The floating center hosted attractions like a night club and sushi bar, allowing Claro to offer experiences and attract over 30,000 visitors who provided contact information. The project received widespread media coverage and awards, with the agency and Claro being nominated for various "Agency of the Year" and "Promotional Client of the Year" awards.

1. CLAROTIDE
2005
CASE OF THE YEAR

2. HIGHLIGHTS
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
proposed budget.
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.

3. BONUS!
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)
for non-clients!

4. BACKGROUND
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!

5. CHALLENGE
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.

6. DEVELOPMENT
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!

7. EXECUTION
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.

8. 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
board, like:
-night club
-sushi bar
-lan house and arcade
-indoor soccer
-kids area
-gym
-bungee jumping
-pool deck and bar
-radio station
-among others...

9. RESULTS
✓ More than 30,000 people visited the Floating Hospitality
Centre, giving their contact info in exchange of the boarding
pass.
✓ The project received extensive coverage by the Brazilian
media, from many different local and national channels, even
before its launching.

10. AWARDS
✓ 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
different competitions.
✓ Due to this extraordinary performance, the
agency was nominated as the “Agency of the
Year”, being Claro also nominated as
“Promotional Client of theYear”.

11. creative planner
ROBERTO FARIA
www.robertofaria.com