This communication activity influenced our subscribers in a way no other had done it.As a result, our subscriptions to HBO Premium Package increased by 47% compared with the same promotion the year before.

The HBO Premium Channels were made available to all Claro TV non-subscribers during the time promotion (1 month) with a black patch covering half of the screen. On this black space a super-impossed loop communicated the promotion. First super: 'Half of HBO Premium for Free'followed by: 'Get the other half, call 2420 1515'This not only allowed us to reach 100% of our target but also gave us the chance to sample our product.

The objetive of Claro TV's Half the Price for 3 months Campaign was to increase subscribers to HBO Premium Package from the actual cable clients that didn't have it.When zapping through HBO Premium channels, non-subscribers of this package only see a black screen with the message: 'Channel not available'.Knowing that the only worst thing than not getting the story at all is getting just half of it, and since the promotion was half of HBO Premium for free, instead of the 'Channel not Available' message, we activated the HBO Premium channels to all non-subscribers allowing them to see only half of the screen.