Brief Explanation

The #MyMotoBFF idea became the central force for the Moto G launch in the country. We worked on the campaign right from creating and executing teaser promotions, live tweeting, influencer engagement, pre seeding Moto G, creating testimonial videos, and innovatively leveraging the ‘water resistant’ feature by launching the smartphone under water at the event. The launch was also live streamed on the Motorola India YouTube channel. Additionally, a social media contest, ‘Bestfie’ was executed in the run up to the event, with winners being invited to the launch to be part of a media photo opportunity with the company’s spokespersons.

Results and Effectiveness

Event day was jammed between multiple launches from smartphone brands, however, we got 200+ media. We garnered over 250+ exposures and 12,53,36,477 media impressions. Through social media platforms we reached out to 31 million people. #MotoLaunch, #MotoG were organically trending on Twitter and Facebook. Sales in the 1st week itself were phenomenal and a creative designed by us was on bill boards across cities ● #MotoG garnered a reach of 60 million impressions from 7,946 conversations on Twitter. ● Content received 1,200 RTs, 660 mentions and 1,105 favorites on Twitter & 27,000 Likes, 601 comments and 820 shares on Facebook

Creative Execution

We started with pre-tease phase where quirky teasers were shared across social media channels, relating to the specifications and design of the phone. A social media contest, ‘Bestfie’ was executed where one clicked pictures with their best friend and shared it on Motorola social channels to win the Moto G (Gen3). The final event was live streamed on the Motorola India YouTube channel and was streamed by over 5,000 viewers. To further create mileage, on friendship’s day, Motorola engaged with Kannan Gill, a popular stand-up artist to run a ‘Best friend contest’ with his close friends which was a success.

Insights, Strategy and the Idea

Scheduled ahead of the global launch of the device, the India event was different as a single device, the Moto G (3rd Gen) and not the entire global portfolio was being launched. That’s what we did differently with an editorially led campaign, right from conceptualizing the campaign to executing it across platforms. We put together the creative theme (My Moto Best Friend Forever) behind the campaign and amplified it across PR, Facebook, Twitter, Videos, Instagram, and Demo’s at the event. The #MyMotoBFF idea became the central force for the Moto G launch in the country.