Motorola focuses on younger target

<p>BEIJING: Telecommunications giant Motorola has launched a series of </p><p>campaigns for three new models at a time when handset vendors are </p><p>suffering from slumping sales. </p><p><BR><BR> </p><p>Advertising for the V60, V66 and T191 models rolled out in China, Hong </p><p>Kong, Singapore and Taiwan. </p><p><BR><BR> </p><p>Ogilvy & Mather, which won the Motorola account in a global realignment </p><p>a year ago, produced the campaigns. Chloe Ng, O&M account servicing </p><p>executive, said Motorola is confident that new features built into its </p><p>phones will help pick up flagging sales. "Motorola is targeting a </p><p>different segment for each of the phones. While the market conditions </p><p>are not so positive, the company has done research and believes these </p><p>unique features, such as ring tones, will help sales." </p><p><BR><BR> </p><p>The world's second largest maker of mobile phones has belatedly </p><p>introduced features allowing users to customise phones with ring tones, </p><p>screen savers and graphics, options which can be downloaded off websites </p><p>for other brands. </p><p><BR><BR> </p><p>However, the company believes the move will allow it to widen its </p><p>customer base. Motorola, which has traditionally focused on older </p><p>adults, is counting on the new features to attract younger consumers, </p><p>said Motorola marketing communications manager, Mildred Wong. </p><p><BR><BR> </p><p>"In the past we always targeted people with high usage. But now the </p><p>number of mobile users is falling in Hong Kong and the third quarter </p><p>figures for mobile sales show a negative figure, that's why we are now </p><p>targeting people to buy their second handsets," said Wong. </p><p><BR><BR> </p><p>The Steel and Soul campaign for the V60 targets professionals in their </p><p>30s and 40s. The creative focuses on steel to imply power and </p><p>status. </p><p><BR><BR> </p><p>The Curves campaign for Motorola's first GPRS phone, the V66, is aimed </p><p>at 25-40 year olds, which it believes will be willing to pay more for </p><p>style. The campaign visuals use flowing liquid mercury. </p><p><BR><BR> </p><p>Motorola has also signed up Singapore teen pop idol Stephanie Sun for </p><p>the T191 campaign, targeted at consumers from their late teens to </p><p>35. </p><p><BR><BR> </p><p>Wong said major investments in below-the-line activities were also </p><p>made. </p><p><BR><BR> </p><p>Additional reporting by Atifa Hargrave-Silk. </p><p><BR><BR> </p>