The rebranding - in the planning for two years and has already been rolled out in North and South America and Europe earlier in the year - aims to give Motorola a more spirited, younger and fresher image. The television and print push presents Moto as an "icon of personal potential through technology which enables self-expression and identity", said Mabel Tan, Motorola's regional director of brand and consumer communications, handset division.
Underpinning the Ogilvy & Mather-developed campaign is the way in which Moto is used to describe the phones' main feature - MysticMoto to access horoscopes, MotoFit for exercise tips and RomeoMoto for more intimate communications between couples.
The E360 and T720 models also have their own positioning - the former, a playful companion in a serious world and aimed at a younger market; the latter is a premium product targeted at business people who need information on the move.
Gary Tranter, head of O&M Hong Kong, said: "The E360, therefore, is all about fun and providing a little light relief, whereas the T720 focuses on enabling people to be spontaneous, from checking stock quotes to keeping in touch with family and colleagues."
The two campaigns have separate objectives to sell their specific models, however, the Moto branding element is apparent in both he said. "The trick is to keep the synergy to build the brand but at the same time make them different enough to sell the products."
He said it took longer to develop the ads because local language words were used to fit into the Moto branding.