CAMPAIGNS: Motorola proves that size matters - Consumer PR

Amid the long-running battle to produce the smallest mobile phone, Motorola announced the February launch of its newest model, the V3688. Motorola claims it is the smallest consumer mobile phone on the market and Firefly was tasked with making the product a must-have item among the ’social networking’ set.

Amid the long-running battle to produce the smallest mobile phone,

Motorola announced the February launch of its newest model, the V3688.

Motorola claims it is the smallest consumer mobile phone on the market

and Firefly was tasked with making the product a must-have item among

the ’social networking’ set.



Objectives



To create a high profile launch for the V series and position Motorola

as a market leader in the mobile phone industry with a desirable new

product.



Tactics



These days in almost any public place at any time you will almost

certainly see someone talking on a mobile phone. The mobile phone is now

so much a part of modern life that the launch of a new model no longer

creates much of a stir among users.



Therefore to create an impact with the launch of the Motorola V series,

Firefly had to come up with an unusual campaign in order to provoke

interest and press coverage.



Motorola had already identified its target audience amid mobile phone

users - the social networker, characterised as being a

fashion-conscious, 20- to 35-year-old with a busy social life. The aim

was to target this group with a phone that would be as attractive as it

was functional.



Firefly chose London Fashion Week to announce the February launch of the

V series. This high profile event in the first week of February attracts

London’s top designers and models and press coverage of the event is

guaranteed.



To increase the profile of the V series Firefly teamed up with new

British designer Matthew Williamson. He created an exclusive ’V’ bag for

Motorola which was sent to 15 specially selected journalists including

six mobile phone specialists and three national journalists. The bag

contained a VIP invite and a V series phone. This in itself created a

buzz over who was considered important enough to be on the VIP list.



Guests arriving at London Fashion Week were immediately struck by

prominent Motorola branding in the reception area. Branding was also

extended to the invites, which were sent to 700 journalists and

celebrities, and product information which was left on seats at

shows.



V series phones were also given to top models such as Naomi Campbell and

Jodie Kidd.



Results



The coverage resulting from the London Fashion Week promotion led to the

Sunday Times naming the Motorola invite as ’Best Invite of the

Century’.



Matthew Williamson’s coveted ’V’ bags were a huge success with the

fashion gurus and journalists and helped secure a further six-month

relationship for Williamson with Firefly and Motorola. The association

with top models created a ’must-have’ distinction for the product,

lengthening the already long waiting lists for the phone.



Press coverage is on-going, but so far the V series has had coverage in

the Times, the Sunday Times Style magazine, the Guardian, the Evening

Standard, Hello! and Vogue.



Verdict



With so many phone products on the market, coming up with a novel

campaign for a mobile phone launch is not an easy task these days. So,

launching at London Fashion Week was a great idea for a phone that was

designed to appeal more to women and the fashion-conscious than to

regular mobile phone business users.



Involving celebrities in any campaign almost certainly guarantees some

press coverage. Therefore obtaining photographs of the celebrities using

the phones was a great way of giving Motorola material for future

use.



With a price tag of pounds 299 the Motorola V3688 looks set to become an

object of desire for some and a new plaything for the fashion-conscious

crowd.



Client: Motorola

PR Team: Firefly Communications

Campaign: Launch of the Motorola V Series

Timescale: Feb ’99 onwards

Budget: Undisclosed



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