The campaign resulted in:• 70,000 + downloads for RINGTOWNS within a month of launching, beating the top ringtones at the time.• An estimated monthly frequency of 21,000,000+ spots, given daily average calls per user.• An improved perception for Claro´s mobile coverage, from deficient to NATIONWIDE.RINGTOWNS not only gave many Guatemalans a big sense of pride and identity, but also spread Claro’s coverage message with a reach and frequency that no other medium could have ever achieved.

Instead of communicating Claro’s Nationwide mobile coverage through a traditional mass media campaign, we allowed the cell phones themselves to do the job. 30+ RINGTOWNS were created using the names of some of the 1,500 towns and cities throughout the country where Claro's coverage can reach. RINGTOWNS were launched through a nationwide radio campaign, inviting people to get them for free, to share them and use them on their mobile phones, turning every incoming call or message into a commercial for Claro's nationwide mobile coverage.

RINGTOWNS were available to consumers through MMS or from Claro’s webpage.

The campaign's main objective was to change the perception of Claro's mobile coverage from deficient to NATIONWIDE.The target audience was drawn from mobile phone users in general, ours and the competition's. Men and women, 14-60 years-old, C+D SEL in the main urban cities. Guatemala's internal migration rates have caused 70% of the population to be settled in the main urban cities, half of them immigrating from rural villages. Guatemalans who live in a different place from where they were originally born in, have a big sense of pride and nostalgia towards their hometowns. Mayan dialects have given birth to the names of many of Guatemala’s towns and cities. We turned those names into RINGTOWNS, imitating the ringtones found in mobile phones, while making them available to consumers for free.