"Mobile phones are no longer just communication tools. They express creativity, style and individuality," said Frances Chong, marketing manager for mobile devices, Motorola Singapore. "These initiatives help Motorola reach out directly to our target audience, and better understand them. We hope to affirm Motorola as a leader in the design, mobile music and entertainment space."
A central part of this platform is the Motorola Super-StyleMix '06, a nine-day showcase of art installations, fashion shows, parties and technological collaborations kicking off on March 30. Highlights include the first-ever exhibition of photographer David Gan's print portfolio, as well as a lingerie awards show in collaboration with Singapore Women's Weekly.
The event is being co-hosted by Style Asia Marketing and Communications, the team which originated 2005's Style Awards. "This event will showcase some of the most original new talent in town, and pin Singapore as a serious contender in the world of design," Chong noted.
The brand also recently tapped into the local nightlife crowd with its first anniversary party at Zouk in late February. Collaborating with local art gallery Surrender, the event aimed to attract an audience of underground music and art lovers.
Another ongoing initiative is MotoMusic Show, hosted every Friday night on Singapore's 987FM. The show features hip-hop and R&B tracks spun by local emerging artists. Running until July, MotoMusic Show also offers on-air contests for listeners to win the latest Motorola phones.
By interacting with an audience of fashionistas, music lovers, and top graphic designers, Motorola hopes "to identify Motorola as a brand that is willing to push the envelope in creative sponsorship and support of the local and international creative scene," said Chong.
