Advertising and Sales Promotion: ASP/07-09/Pro1

Sharper Than Ever

-- Advertising Campaign of Motorola

Motorola is America's leading manufacturer of electronics communications products. The company develops technologies, products and services that make mobile experiences possible. Its portfolio includes communications infrastructure, enterprise mobility solutions, digital set-tops, cable modems, mobile devices and Bluetooth accessories. Motorola is committed to delivering next generation communication solutions to people, businesses and governments. A Fortune 100 company with global presence and impact, Motorola had sales of US $36.6 billion in 2007. For its launch of new mobile model Razr2, Motorola has come up with an innovative campaign Sharper Than Ever developed by O&M Chicago and being adapted for the Indian market by O&M Delhi. It has adopted 360 degree communication using all forms of media channels viz., Print, Internet, TV commercial, Banners and Hoardings, etc. Print Advertisement:

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Ogilvy & Mather developed print advertisement which was circulated in leading newspapers and magazines. The advertisement depicted a Fighter holding MotoRazr2 like a sword giving MotoRaz2 a metaphor of sword. Thus the advertisement effectively conveyed the sharp features of MotoRaz2. Client Profile: Target Market The new Motorola Razr2 is an upgraded version of previously launched Motorola Razr model which targets at the fairly affluent urban youth having a craving for latest technology. Product Attributes It has sharper features than its predecessor model - Sharper music, sharper camera, sharper mail, sharp internet browsing. The other product attributes communicated in the advertisement includes Bluetooth Stereo set, external music controls, large Mp3 memory, etc. Another important attribute of MotoRazr2 was its Crystal Talk Technology. Crystal Talk reduces negative noise around you and enhances your voice so that you don't have to go through the hassle of finding a quiet place or scream your lungs out while talking. With Crystal Talk, the person on the other end of the call can hear you unbelievably clearly, despite the loud noise surrounding you. Business Opportunity The target market for MotoRaz2 is the fairly affluent urban youth which are sophisticated in nature. There was need within this market for a mobile having high quality features like camera, sound, internet browsing etc. The MotoRazr2 advertisement cash on this opportunity i.e. - Sharper music, sharper camera, sharper mail, sharp internet browsing. The advertisement clearly tries to convey the message that the MotoRazr2 is a modern style mobile that's slimmer and stronger than the original and is the ultimate iconic feature phone Agency Brief: Product Motorola s new mobile handset MotoRazr2 The Jingle Sharper Than Ever Channel 360 Degree communication

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Concept To show MotoRazr2 as Sharp mobile with Sharp features. Also as MotoRazr2 was upgraded version of already existing MotoRazr, the message Sharper Than Ever was communicated

Media choice: Ogilvy & Mather adopted a 360 degree communication strategy for the launch of MotoRazr2. It made the use of following media channels beside Print media. Internet The Internet campaign was launched on 24th August 2007 on the home pages of mass portals (which enjoy a combined reach of almost 80 % of the Indian audience logging on the internet on a particular day). The launch campaign was an internet media coup of sort. The creatives itself were one of the first of its kind used for a product launch. The objective was to make the product appear as the sharpest object and so the creative rendition was in sync with it. The animation starts with a copy reading Dangerously Desirable & Sharper than Ever. Thereafter, a sharp razor like image animation Z appears from behind the content on the home page, cutting the page in between and leaving a message are you ready for Razr2 experience, the sound effects in the background enhance the experience of the animation. A click on the banner takes the user to a landing page which was specially designed to spread the launch date with a message launching on 27th August. The same animated effect was displayed in the landing page also. The four Portals used for the Campaign were as follow: 1. msn 2. Indiatimes 3. Zapak 4. Yahoo

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Winamp Skin: Ogilvy & Mather further came up with very innovative idea of Winamp Skin to promote Motorazr2. For music lovers, a winamp skin was developed with the exact look & feel of the actual mobile handset. The music player could be used in three different modes a bar mode, flip open mode & flip closed mode. The music buttons were developed exactly as they were on the mobile phone. This was a first of its kind activity in India done by any company, associating the brand with a world famous music player; it was an instant hit within the winamp users.

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Yahoo Messenger Skin: For the worlds most used chat messenger the yahoo messenger, a special IMV skin was developed in sync with the mobile brand. Three mail functionalities of the phone music, mail & camera were displayed in a first time ever created property in India. More than 65,000 users downloaded the IMV & used it as their chat skin.

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Special product reviews were also done and posted on famous portals announcing the arrival of the new model. Overall the campaign achieved more mileage than expected and the product was a hit in the masses. Internet Campaign Results: o Exposures: Around 3 Million Exposures in one day alone o Interactions: Over 75,000 interactions ( Initial Response ) o Media Used: msn.co.in, Yahoo.co.in, Indiatimes.com, Zapak.com o High points: All media properties also gave above normal CTRs, specially Zapak.com which gave an unbelievable CTR of 17.45%. TV commercial Campaign:

Ogilvy & Mather also launched a TV commercial under the Eye for Sharp campaign. It shows a guy and a gal fighting each other tearing their clothes using their MotoRazrs like swords. The best part is when in the end of the ad, the guy throws the Razr and it sticks to the wall like a knife. The idea behind the advertisement was brilliant one and the whole ad was superbly executed. It puts forth the idea of a 'sharp' Razr without even saying it. The USP of MotoRazr2 is its sharpness - : razor sharp technology and razor sharp looks, which is prominently shown in the ad.

BRAND: MotoRazr2 AGENCY: O&M BASELINE: Sharper than ever

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Description of the Advertisement: A guy gets out of the metro, and unknowingly his MotoRazr 2 slits a girls dress. The girl takes out her MotoRazr 2 and slits his jacket into two halves. The battle between the two begins. She splits both his sleeves off his shoulders and both of them end up kick fighting. Then, the guy holds the girl down and clicks her picture using his MotoRazr 2; shes angry, but as the train is ready to leave, she jumps into it. In all the commotion she forgets her Razr 2 but the guy throws it at her; but it gets stuck on the wall.

Out-Of-Home (OOH) Advertisement:

MotoRazr2 was aggressively advertised on streets in the form of billboards and in the shopping malls. The advertisement was very creative so as to instantly grab the attention of its viewers.

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Communication Details:

Indian Business Academy: Greater Noida

Advertising and Sales Promotion: ASP/07-09/Pro1

Role of Communication

Ogilvy & Mather developed the Sharper Than Ever advertisement campaign so as to promote MotoRazr2 as an Iconic brand with sharpness as its USP. As MotoRazr2 is upgraded version of MotoRazr it goes with the message Sharper Than Ever to communicate that it has superior features than its predecessor model. Thus it simultaneously tries to attract the attention of new potential customers as well as already existing customers. Target Audience The Sharper than Ever advertisement campaign was aimed at fairly affluent urban youth who are sophisticated and are techno savvy. The target audience was between 20-34 age groups who are style conscious & belongs to upper middle income- groups. Customer Proposition The Customer proposition which the ad campaign tries to communicate is that MotoRazr2 is a sharp phone with sharp features like sharp camera, sharp sound & sharp technology. The single minded proposition which comes across is - If you want mobile with Razor sharp features then the ultimate choice is MotoRazr2 Interpersonal Behavior Influence The ad campaign for MotoRazr2 describes it as mobile which is sharper than ever in respect to technology and features. It effectively shows MotoRazr2 having the characteristics of sword, razor or knife to emphasize on sharpness of its features & technology. Thus it influences behavior of its target audience which is looking for all high quality features in one mobile. Reaction to Communication The ad campaign first of all wants the customers to think MotoRazr2 as the metaphor for sharpness i.e. if they are looking for cutting-edge technology they should go for MotoRazr2. In addition it evokes the existing users of MotoRazr to change to MotoRazr2 with the communication - Sharper Than Ever. It also wants the customers to feel distinguished with the latest sharp cutting technology.

Indian Business Academy: Greater Noida

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Advertising and Sales Promotion: ASP/07-09/Pro1

Tone of Voice

The tone of voice of Sharper Than Ever ad campaign is sophisticated and to the point. It describes the important features of MotoRazr2 in few well chosen words. It is highly creative as the USP of MotoRazr2 viz., Sharpness, is shown in an exceptionally well manner. Thus it is intelligent & smart communication.

Indian Business Academy: Greater Noida

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