Exclusively offered through telecommunications company SingTel, Motorola is promoting the handset with an ‘ImSocial’ campaign. A dedicated Facebook page asks people to upload their photos from which a selected few will be featured in a photo mosaic for the campaign.
The Dext allows people to manage their social lives on the go. The mosaic concept tags into the Android phone’s built-in Motoblur function feeding contacts, posts, feeds, messages and more into one home screen. “Life’s a blur. So much to do, so little time,” said Spiros Nikolakopoulos, VP and general manager for distribution of Motorola devices in Asia-Pacific.
The photo mosaic has also expanded into an outdoor campaign. Dressing up the Orchard Underpass with photos of the real-life participants collected through Facebook, the campaign is said to have set a new Guinness World Record for the most number of ‘tagged’ photos.
The other creative executions are presented in graffiti style. “We wanted to communicate the immediacy of the Dext’s features; to show people that with Dext, their friends’ thoughts and updates can reach them anytime, anywhere," explains Greg Rawson, copywriter at Ogilvy RedCard. "Graffiti, being the language of the streets, was the perfect medium through which to express those thoughts. It’s usually spontaneous and often emotive, just like peoples’ updates on social sites," he added.
Through the collaboration of Ogilvy Redcard, BBDO, Mindshare and JCDecaux, the outdoor project is set to run for a month.
The campaign is supported by television commercials, print and cinema promotions.
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Credits:
Project ImSocial
Client Motorola Electronics
Creative agencies Ogilvy RedCard
Creative directr Eric Yeo
Copywriter Greg Rawson
Art directors Elyn Wong, Sean Soo
Planner Hui Wen Tow
Production company Ogilvy RedWorks
Account servicing Edna Zhang, Magali Jaumol, Colin Wan
Media agency Mindshare
Outdoor agency JCDecaux
Exposure Television, print, outdoor, online
