Campaign: RAZR2 Wish Campaign
WPP company: Ogilvy & Mather, Korea
In 2007 Ogilvy Korea created a cause-related marketing campaign to help Motorola promote its RAZR2 handset and raise funds for the Make-A-Wish Foundation.
Motorola donated $5 for each of the first 50,000 handsets sold to the Make-A-Wish Korea Foundation, which helps children with terminal diseases realise their wishes. The special handsets came with a battery cover engraved with the “WISH COME TRUE” slogan.
The campaign was targeted at Motorola’s young customer base and featured situations in which Motorola customers do good deeds. It was rolled out on the internet, posters and television with the strapline “Do something cool, do something good.”
Fifty thousand phones were sold during the campaign between December 1, 2007 and January 31, 2008. A total of $250,000 was donated to the Make-A-Wish Korea Foundation.