THE VIDEO EFFECT: “Videoclips”
“A contemporary, different, and global standard idea—I find this campaign to be the best in the region at understanding the path today’s communication should follow: creating experiences and content that people enjoy on multiple touchpoints, and having digital platforms as the main medium of communication and interaction with the audience. Plus, we have to recognize the high level of production in these pieces, of international quality and craft.”
Music videos aren’t just ads for the musicians, they’re content marketing for digital music platforms. And digital music platforms aren’t just apps, they’re marketing tools for reaching the youth market. This is roughly the equation behind this campaign in which Claro Musica, a digital music platform from telecom Claro, produced high-quality music videos for burgeoning local artists to attract new users, and subsequently more young, pre-paid cell phone users. Launched during the back-to-school season, the music videos were supported by social media, banners, and direct response efforts, bringing tens of millions of views to Claro Musica’s YouTube channel. This awareness translated to users, Claro Musica became one of the most listened to platforms in Uruguay and Argentina, and to buyers. Claro exceeded its sales goals.
Select Success Metrics
- Pre-paid sales saw a 12% increase from the previous period, from 57,000 units to 64,000 units. The goal was 62,700 units
- Videos received 32 million views on YouTube