{"id":340,"date":"2026-02-03T10:27:00","date_gmt":"2026-02-03T16:27:00","guid":{"rendered":"https:\/\/garnier.agency\/?p=340"},"modified":"2026-02-12T16:14:38","modified_gmt":"2026-02-12T22:14:38","slug":"prepago-chevere","status":"publish","type":"post","link":"https:\/\/garnier.agency\/en\/prepago-chevere\/","title":{"rendered":"Prepago Ch\u00e9vere."},"content":{"rendered":"<h6 class=\"wp-block-heading\">Brief<\/h6>\n\n\n\n<p>By the end of 2016, the term <strong>prepaid<\/strong> in Peru carried a strong social stigma: it was synonymous with being <strong>\u201cmisio\u201d<\/strong> (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 <strong>\u201ccheap\u201d<\/strong>users. Claro\u2019s 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\u2014transforming an emotional weakness into a strength of identity.<\/p>\n\n\n\n<h6 class=\"wp-block-heading\">Idea<\/h6>\n\n\n\n<p><strong>Prepago Ch\u00e9vere.<\/strong>The core idea was to radically change the narrative: a prepaid user is not someone lacking money, but someone smart, resourceful, and clever\u2014someone who knows how to do a lot with little. <strong>The campaign<\/strong> flipped the meaning of <strong>\u201cmisio\u201d<\/strong> to turn it into <strong>ch\u00e9vere<\/strong>This platform didn\u2019t stay only in communication; it evolved into the product\u2019s identity itself, sustaining and adapting for an entire decade, turning Claro into the undisputed leader of the segment and portability.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Brief A fines de 2016, el t\u00e9rmino prepago en Per\u00fa cargaba con un fuerte estigma social: era sin\u00f3nimo de ser misio (persona sin dinero o recursos). Los clientes de este segmento se sent\u00edan menospreciados por las operadoras, percibiendo que los trataban como usuarios de segunda categor\u00eda o simplemente baratos. El reto para Claro era revertir [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[22,3],"tags":[],"class_list":["post-340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-peru","category-proyectos"],"acf":[],"_links":{"self":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/340","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/comments?post=340"}],"version-history":[{"count":0,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/posts\/340\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/media\/341"}],"wp:attachment":[{"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/media?parent=340"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/categories?post=340"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/garnier.agency\/en\/wp-json\/wp\/v2\/tags?post=340"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}