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.

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