Motorola focuses on younger target

BEIJING: Telecommunications giant Motorola has launched a series of

campaigns for three new models at a time when handset vendors are

suffering from slumping sales.

Advertising for the V60, V66 and T191 models rolled out in China, Hong

Kong, Singapore and Taiwan.

Ogilvy & Mather, which won the Motorola account in a global realignment

a year ago, produced the campaigns. Chloe Ng, O&M account servicing

executive, said Motorola is confident that new features built into its

phones will help pick up flagging sales. "Motorola is targeting a

different segment for each of the phones. While the market conditions

are not so positive, the company has done research and believes these

unique features, such as ring tones, will help sales."

The world's second largest maker of mobile phones has belatedly

introduced features allowing users to customise phones with ring tones,

screen savers and graphics, options which can be downloaded off websites

for other brands.

However, the company believes the move will allow it to widen its

customer base. Motorola, which has traditionally focused on older

adults, is counting on the new features to attract younger consumers,

said Motorola marketing communications manager, Mildred Wong.

"In the past we always targeted people with high usage. But now the

number of mobile users is falling in Hong Kong and the third quarter

figures for mobile sales show a negative figure, that's why we are now

targeting people to buy their second handsets," said Wong.

The Steel and Soul campaign for the V60 targets professionals in their

30s and 40s. The creative focuses on steel to imply power and

status.

The Curves campaign for Motorola's first GPRS phone, the V66, is aimed

at 25-40 year olds, which it believes will be willing to pay more for

style. The campaign visuals use flowing liquid mercury.

Motorola has also signed up Singapore teen pop idol Stephanie Sun for

the T191 campaign, targeted at consumers from their late teens to

35.

Wong said major investments in below-the-line activities were also

made.

Additional reporting by Atifa Hargrave-Silk.