Motorola gets sociable with launch of new phone
9 February, 2010
First campaign in a year, conceptualized by Ogilvy RedCard SingaporeSINGAPORE
— For the release of its new phone Motorola DEXT, Motorola has tapped on Ogilvy RedCard Singapore for the advertising push – its first in a year.
Commented Tom Satchwell, Motorola's Director of Marketing: “In launching the Motorola DEXT with MOTOBLUR, we needed something fresh, new and which would cut-through the Singapore ad clutter. Ogilvy RedCard came as a natural choice for us - they understand the consumer psyche and knew how to perfectly pitch the unique Motorola offering.”
Targeting young adults, the main attraction of the Motorola DEXT is Motorola’s proprietary MOTOBLUR social networking platform. With a single login, it integrates all the different social networking sites – Facebook, Twitter, Last.FM etc. – into one application where all status updates are pushed to the user automatically. Based on its connectivity and interactivity, Ogilvy RedCard came up with the campaign positioning of the Motorola DEXT as a gadget that keeps consumers at the forefront of what’s happening.
With that in mind, the team conceptualized a motto that runs across all campaign materials: “Everything else is anti-social”. The executions feature edgy graffiti-styled visuals and snappy copy resembling what consumers would use in their status updates or tweets, tailored to the media placements.
Said Greg Rawson, Copywriter, Ogilvy RedCard, “We wanted to communicate the immediacy of the DEXT’s features; to show people that with DEXT, their friends’ thoughts and updates can reach them anytime, anywhere. Graffiti, being the language of the streets, was the perfect medium through which to express those thoughts. It’s usually spontaneous and often emotive, just like peoples’ updates on social sites.”
To reach out to the target audience, the Peddler’s Walk underpass at Clarke Quay has been transformed into a graffiti space that mimics live tweets or status updates that are relevant to the location. Some examples of the tweets include “The crowds are driving me nuts”, “Dean has beer envy” and “My feet are killing me. 5 minutes ago.”
Other executions include a website, where “live” tweets pop up on the screen as the user views the Motorola DEXT ad; press ads running in Digital Life, Stuff, Juice, IS and The New Paper; as well as a cover wrap of the March issue of Juice. About Ogilvy RedCard
Ogilvy RedCard is a subsidiary of Ogilvy Singapore. RedCard brings brands to life by immersing in consumer insights, engaging through innovative media touch-points and conversing through influential creative ideas. It’s a seamless combination we call “Commonsense & Bravery™”. Key clients of RedCard include The Economist, Motorola, CIMB, Foster’s, WWF and Nike. About Ogilvy & Mather Asia-Pacific
Ogilvy is considered to be the pre-eminent global Agency brand in Asia with 124 offices, operating across 29 cities with 6,800 employees. It is the largest and most creative agency network in the region, offering the full range of marketing communication disciplines including advertising, direct marketing, interactive media, media planning and buying, database management, telemarketing, directory services, public relations, sales promotion, graphic design, and related marketing disciplines. For more information please contact:
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Long Li Yann
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