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. 30+ RINGTOWNS that used the names of some of the 1,500 towns and cities throughout the country where Claro's coverage can reach, intended to turn every incoming call or message into a commercial for the network's mobile coverage.

The campaign's 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, our's and the competition's.The strategy consisted in generating a direct response from consumers through a radio campaign that invited them to either request a free ringtone by SMS or download it from Claro's webpage.

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 by turning every incoming call or message into a commercial, with a reach and frequency that no other medium could have ever achieved.

A nationwide mobile coverage such as Claro's allows people to feel closer to their hometowns by shortening the distance between them and their loved ones.

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. A ringtone that bears the name of your town or city, makes you feel proud and identified.