"The communication strategy is to isolate high net worth individuals consuming web content," said Percy Batlivala, Motorola's general manager, Southwest Asia for personal communications.
"By targeting them on specific niche websites and specific content zones within websites - finance, news, technology genres, use of creatives - (we are able to) showcase product features within the creative to generate curiosity and catch consumer attention and its laser targeted media delivery using demographically targeted emails, banners and relevant content targeted innovations."
The online push features animated digital adaptations of the print campaign.
It has been designed to ensure consistency of messaging and to enhance consumer recall. All the creative executions lead to the Motorola A760 model microsite on Yahoo India (Motozone. yahoo.co.in). The microsite offers wallpapers, ring tones, and picture messages. A special Motorola zone has been created on Yahoo India to give Motorola a unique web destination.
The online strategy focuses on using multiple creative formats - Soshkeles, dhtml, emails, large format creative and text links to drive traffic to relevant brand specific sections on Yahoo.
According to Motorola, the campaign is pitched at the "socio-economic class A professional". Added Bhativala: "We are targeting consumers who are comfortable with new age technology and use it frequently to stay connected."
MOne India, part of GroupM, is the interactive media agency. The campaign ran on Rediff.com, Indiatimes.com, Economictimes. com, Moneycontrol.com, Ciol. com and Yahoo India.
Vivek Srivasatava, executive director, Triton Communications, said: "The buying behaviour of mobile phones up to US$300 is normally impulse. But for the high-end mobile phones with new features, there is tendency to check out for information.
"It's important to be present on online media. The youth goes online for emails, messages, chatting etc. Here in this case, online ends up as support for overall above-the-line strategy. The only discomfort with this strategy is when you consider the profile of MD/CEO/CIO - they only log on to the internet for limited options."