The campaign was designed to endow the low-tier phone range with a distinct personality, and the theme 'Motorola -- the exuberant brand for exuberant people', supported by the creative tagline 'Get some Moto in your life', was developed. Running on TV, print, retail and below-the-line, the executions aim to communicate the 'exuberance' theme. The TV spots, for example, associate the phones with people that 'make everyday things extraordinary'.
According to Motorola high-growth markets marketing director Neil Stewart, the key is to make Motorola the brand of choice and also accelerate the rate of development. "There are millions of people queuing up to become consumers in the developing markets of the world," said Stewart. "With RedCard's development of this strategy and the resulting campaign for us, we hope that Motorola can not only establish its position as a brand of choice in this category, but also make a serious contribution to the rate of development among the consumers we serve."
Ogilvy RedCard CEO and Ogilvy Advertising VP David Mayo said the campaign delivers a message that does not patronise its target consumers. "It's all about the relevance of the message," explained Mayo. "It's work that joins in with people we are speaking to, which is one of the keys of communicating in this segment."
Ogilvy RedCard's team included regional CD Jed Donohoe, associate CD Anthony Peplow and regional account director Suzie Baker.
"Creatively, it was a lot of fun working on this campaign and I think that shows in the spots," said Donohoe. "It's great to work on something that has meaningful impact on the everyday lives of real people."
Motorola lags key rival Nokia in many of its high-growth markets, most notably India, where it is making a concerted push for the number two spot, currently occupied by Samsung. The company is planning to set up a phone manufacturing unit in the country, and has made India its high-growth markets headquarters.
Motorola holds a global market share of approximately 17.7 per cent, according to recent figures from Gartner. Nokia leads all players with 32.5 per cent, ahead of Samsung and LG, with 12.7 per cent and 6.7 per cent respectively.
