“When you look at the culture of young professionals in Asia today, so much of it revolves around continuous communication within peer groups. Instant messaging and personal email are indispensable for these people,” said Ogilvy regional planning director Edward Bell.
Ogilvy built on the insight that Asia has 200 million instant messaging users, yet there was no phone on the market to capitalise on this demand.
Tuzki, the popular illustrated rabbit created by Wang Momo of the Beijing Broadcasting Institute, was selected because of its popularity with QQ and MSN users throughout Asia.
“Since Tuzki is already popular online, we focused on developing a viral campaign that aims to appeal not only to the millions of Tuzki fans, but to the revolution of expression sweeping across Asia,” said Ogilvy group ECD Nils Andersson. “With Q, we decided to ride on the web 2.0 culture of personal expression; and right now, there is no better example of this than the animated internet phenomenon Tuzki.”
In addition to online, the drive also includes print and out of home, along with a range of public relations activities.
Motorola director of digital and e-commerce Peony Wu pointed out that online, though, was the critical platform to reach the target audience of ‘serial communicators’.“This product is perfect for serial communicators who spend hours chatting, blogging, downloading and watching music and videos,” she said. “So, it makes sense that online would be the most relevant platform for communicating with this audience.”
The new Moto Q features a Qwerty keypad, a thumbwheel and Windows Mobile 6.