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.
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
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
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
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
V series phones were also given to top models such as Naomi Campbell and
The coverage resulting from the London Fashion Week promotion led to the
Sunday Times naming the Motorola invite as ’Best Invite of the
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.
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
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
PR Team: Firefly Communications
Campaign: Launch of the Motorola V Series
Timescale: Feb ’99 onwards