MOTO G: A PHONE THATS ALWAYS THERE FOR YOU!

TitleMOTO G: A PHONE THATS ALWAYS THERE FOR YOU!
ClientMOTOROLA MOBILITY
Product / ServiceSMARTPHONE
CategoryB02. Consumer Products (incl. durable goods)
EntrantZENO GROUP Gurgaon, INDIA
Entrant Company ZENO GROUP Gurgaon, INDIA
Advertising Agency ZENO GROUP Gurgaon, INDIA

The Campaign

India’s mobility story has been the most talked about for the last couple of years. It is a well-known fact that India leap-frogged the technology race and adopted disruptive mobile technologies transforming the landscape in India much quicker than expected. Then how does one launch a new smartphone in this already cluttered market? Our agency was tasked with creating a PR campaign, introducing the new Moto G in an innovative way, creating maximum visibility & driving sales for the product. Scheduled ahead of the global launch of the device, the India event was different as the focus was on a single device, the new Moto G (3rd Gen) and not the entire global portfolio launch. That’s what Our agency, set out to do differently with an editorially led campaign, taking ownership 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. 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 event was also live streamed on the Motorola India YouTube channel.

The Brief

Before creating our PR strategy, we dived into focused discussions and analysis of conversations around launches of the previous generations of Moto G. Based on this, our objective focused on positioning the new Moto G as the phone that’s always there for you. We set out to do this by significantly engaging with consumers, Indian media, industry leaders and every other key stakeholder in the smartphone space through the #MyMotoBFF campaign increasing share of voice, measured by volume and spread of media coverage. Also, our PR campaign integrated with the business objective to drive increased sales, measured by shipments and market share.

Results

The day of the event was jammed between multiple launches from smartphone brands, however, we pulled over 200+ media for the launch with presence from top media across mainline, financials, broadcast and online. We garnered over 250+ exposures and 12,53,36,477 media impressions. Additionally through our social media platforms we reached out to 31 million people for this campaign. W#MotoLaunch, #MotoG and 3rd Gen were organically trending on Twitter and Facebook. Sales in the 1st week itself were phenomenal and one of the creative designed by our agency was used for the bill boards in the city ● Over 5000 viewers joined the live webcast on YouTube ● #MotoG garnered a reach of 60 million impressions from 7,946 conversations on Twitter. ● Content around the launch received 1,200 RTs, 660 mentions and 1,105 favorites on Twitter ● Content around the launch received 27,000 Likes, 601 comments and 820 shares on Facebook

Execution

We executed the launch of the new Moto G (Gen 3) through an integrated #MyMotoBFF campaign. We started with a pre-tease phase where quirky & creative teasers were shared across all social media channels, relating to the specifications and design of the new Moto G (3rd Gen). A social media contest, ‘Bestfie’ was executed in the run up to the event which witnessed huge participation across social channels. The idea behind the ‘Bestfie’ was to click pictures with your best friend and share it on Motorola social channels to win the Moto G (Gen3). The final event was live streamed on the recently launched Motorola India YouTube channel and was streamed by over 5,000 viewers. To further create mileage around the campaign, 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 featured on Motorola’s YouTube channel

The Situation

Growth in the mobility landscape has been explosive with the dynamic Indian smartphone market thriving and innovating at the speed of light, providing endless choices to consumers. Thus it became important to have a strong central idea behind our communications strategy for the new Moto G (3rd Gen) that could be amplified across all our PR and social assets. Also as Motorola was launching only one device in India and the entire portfolio globally, our storytelling via PR & social ensured that messaging around the new Moto G device would not be affected in the Indian market.

The Strategy

Scheduled ahead of the global launch of the device, the India event was different as the focus was on a single device, the new Moto G (3rd Gen) and not the entire global portfolio launch. That’s what our agency did differently with an editorially led campaign, taking ownership 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. 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 YouTube channel

Credits

Name Company Position
Aprajita Saxena Zeno Group Senior Account Executive
Akansha Rai Zeno Group Account Manager
Papri Dev Zeno Group Managing Director