Prepago Chévere.

Brief

By the end of 2016, the term prepaid in Peru carried a strong social stigma: it was synonymous with being “misio” (someone without money or resources). Customers in this segment felt looked down upon by operators, perceiving that they were treated as second-class or simply “cheap”users. Claro’s challenge was to reverse this negative perception, empower its millions of users to stop feeling ashamed, and position the brand as the best option in the market—transforming an emotional weakness into a strength of identity.

Idea

Prepago Chévere.The core idea was to radically change the narrative: a prepaid user is not someone lacking money, but someone smart, resourceful, and clever—someone who knows how to do a lot with little. The campaign flipped the meaning of “misio” to turn it into chévereThis platform didn’t stay only in communication; it evolved into the product’s identity itself, sustaining and adapting for an entire decade, turning Claro into the undisputed leader of the segment and portability.