SINGAPORE Motorola is launching a new regionwide campaign that allows users to become part of its online banner advertising.
The push, for its new Moto Krzr line, has been developed by DraftFCB, and is being touted as the first time viewers can see themselves live on the banner via their webcams. By accessing the banners via Motorola mobile phones or special kiosks in Singapore, users record the snapshot, which is uploaded onto a gallery at Krzr's microsite, where the visuals can be manipulated into a variety of kaleidoscopic designs. The initiative is based on the 'Reflection' positioning that has been developed for the Krzr, which succeeds Motorola's highly successful Razr model. It is running on various online media, including Cnet and Yahoo.
"It's a first for Motorola or for any brand in the world, and I believe it is a great expression of Motorola's belief that consumers are at the centre of our world,"said CE Tan, Motorola's regional marketing manager for interactive in Asia-Pacific.
DraftFCB senior creative strategist Hari Ramanathan said the campaign capitalises on the current craze for user-generated content. "This kind of self-generated content works better than something that is brand-centered ?it's a clutter breaker,"he said.
The banners have launched in Singapore, Malaysia and India, and are expected to roll out in Australia. The campaign targets urban affluents, in view of the Krzr's hefty price tag.
"Interactive is an important medium to enrich customer experience and we will evolve our advertising with the medium,"added Tan.
Already, the banners have received a strong response on Cnet and Yahoo, generating better-than-average click- through rates.
"This programme is resonating with the marketing people in Motorola,"said DraftFCB GM Caroline Lim.
"We hope to see the interactive spaces influence and impact on sales by engaging with the consumer."
