The Razr 2 model arrives after second quarter numbers revealed that Motorola’s global market share slumped to nearly 14 per cent from 22 per cent one year earlier, with Samsung overtaking the US company to take second place behind Nokia.
The launch campaign is built around the tagline ‘Sharper than ever’, fusing a liquid metal design style with the raft of new features offered by the phone.
The 120-second ‘Engineers’ TVC meanwhile, is a relatively provocative take on the Razr 2’s ability to frustrate and confound nameless rival mobile phone players in Europe and Asia.
According to Motorola Asia-Pacific vice-president and general manager of marketing Ian Chapman-Banks, the spot is an attempt to inject some self-deprecating humour into the mobile phone battle. Any interpretation that Motorola is having a dig at rivals such as Nokia or Samsung is, he says, unintentional.
“That could be one point of view, but it’s not the objective,” he said. “We’re trying to produce a film that is a little bit surprising, and we’re basically saying sorry.”
The TV work has already rolled out in Korea and China and is set to feature across all Asian markets. It will also be used to launch the Razr 2 in Europe and North America.
The overall campaign employs the full range of media, including a new website,
e-DM and a major retail marketing push.
In addition, the phone is tying up with new John Woo movie Blood Brothers, after launching at a glitzy Shanghai event which feature actress Kirsten Davis, famous for her role in Sex and the City.
While the original Razr recently shipped its 100-millionth phone, the model has taken some of the blame for Motorola’s decline, with analysts pointing to the decision to cut its price as being a key contributing factor.
While the strategy enabled Moto to gain high visibility for the original Razr, excess inventory allowed rivals to aggressively win market share.
The new Razr 2 is slimmer than the first model, and also includes two screens, along with noise-cancelling Crystal Talk technology.