The campaign, by Ogilvy Red Card, will appear in both print and outdoor until Q1 2008 in Singapore, and is set to also launch in Malaysia, Vietnam and Hong Kong.
Targeting consumers who like visually-appealing handsets, the ads feature Eunice Olsen, a popular Singaporean TV personality, embracing the new phone with a snake coiled around her. The snake represents the luxurious nature of the phone and refers to the snakeskin texture on the back of the handset, according to Frances Chong, marketing manager for Motorola Southeast Asia. “Olsen personifies everything about the phone - sophistication, class and elegance,” he said.
Earlier this year, Olsen was one of several local ambassadors to feature in Motorola’s Product Red campaign, a global initiative to fight the spread of HIV/Aids.
“The photographs were supposed to be PR shots and we were careful not to make it look tacky, because a woman with a snake is so overdone,” said Paul Anderson, creative director of Ogilvy RedCard.
“But the client loved the idea, and decided to use the photos as a campaign.”
Motorola jostles with Nokia and Sony Ericsson for top spot in Singapore’s mobile handset market. The Razr2 V8 luxury edition is another incarnation of the popular Razr line that dominated the mobile handset market two years ago. Since then, newer and sleeker phones by rivals have dampened sales of the Razr series.
Targeting consumers who like visually-appealing handsets, the ads feature Eunice Olsen, a popular Singaporean TV personality, embracing the new phone with a snake coiled around her. The snake represents the luxurious nature of the phone and refers to the snakeskin texture on the back of the handset, according to Frances Chong, marketing manager for Motorola Southeast Asia. “Olsen personifies everything about the phone - sophistication, class and elegance,” he said.
Earlier this year, Olsen was one of several local ambassadors to feature in Motorola’s Product Red campaign, a global initiative to fight the spread of HIV/Aids.
“The photographs were supposed to be PR shots and we were careful not to make it look tacky, because a woman with a snake is so overdone,” said Paul Anderson, creative director of Ogilvy RedCard.
“But the client loved the idea, and decided to use the photos as a campaign.”
Motorola jostles with Nokia and Sony Ericsson for top spot in Singapore’s mobile handset market. The Razr2 V8 luxury edition is another incarnation of the popular Razr line that dominated the mobile handset market two years ago. Since then, newer and sleeker phones by rivals have dampened sales of the Razr series.
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