Kalpana Heliya
Par 100 posts (V.I.P)
MotoRazr2 Launch - SHARPER THAN EVER!
Objective
To launch the latest mobile from Motorola’s bouquet of world famous mobile phones in the Indian Market. The launch was divided in two phases – first phase created interest among users through interactive medium and the second phase showcased the mobile phone to the Indian audience through launch creative campaign.
First Phase
* Challenge: First Phase focused on creating curiosity towards the product launch. The product being launched was an upgrade of the previous version on MotoRazr mobile handset. The new mobile model has sharper features than its predecessor model. Sharper music, sharper camera, sharper mail, sharp internet browsing.
* Interactive Solution: Since the objective was to create curiosity amongst a fairly affluent, gizmo friendly, upwardly young audience, teaser creatives were chosen to execute this campaign. Campaign was launched on the web, and on-ground to synchronize the teaser activity.
Online Solution: Campaign Planning, Innovative Creatives and Media Highlights
1) Campaign Planning and teaser creatives
Keeping in the mind the single point focus of launching an upgraded version of a model which was already a very popular one within the audience, objective was to make user switch to the new model instantly on its launch. The teaser banners were developed on the concept ‘Sharper than ever’.
To extend the media reach of the campaign, the teaser banners were launched on four most famous web portals in India on one single day. The banners were highly innovative and engaging to bring the proposition to life.
2) Media Highlights
Synchronized outbreak on all the major portals
The Internet campaign was launched on August 24, 2007 on the home pages of mass portals (which enjoy a combined reach of almost 80 per cent of the Indian audience logging on the internet on a particular day). The launch campaign was an internet media coup of sorts. 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’ and ‘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.
Objective
To launch the latest mobile from Motorola’s bouquet of world famous mobile phones in the Indian Market. The launch was divided in two phases – first phase created interest among users through interactive medium and the second phase showcased the mobile phone to the Indian audience through launch creative campaign.
First Phase
* Challenge: First Phase focused on creating curiosity towards the product launch. The product being launched was an upgrade of the previous version on MotoRazr mobile handset. The new mobile model has sharper features than its predecessor model. Sharper music, sharper camera, sharper mail, sharp internet browsing.
* Interactive Solution: Since the objective was to create curiosity amongst a fairly affluent, gizmo friendly, upwardly young audience, teaser creatives were chosen to execute this campaign. Campaign was launched on the web, and on-ground to synchronize the teaser activity.
Online Solution: Campaign Planning, Innovative Creatives and Media Highlights
1) Campaign Planning and teaser creatives
Keeping in the mind the single point focus of launching an upgraded version of a model which was already a very popular one within the audience, objective was to make user switch to the new model instantly on its launch. The teaser banners were developed on the concept ‘Sharper than ever’.
To extend the media reach of the campaign, the teaser banners were launched on four most famous web portals in India on one single day. The banners were highly innovative and engaging to bring the proposition to life.
2) Media Highlights
Synchronized outbreak on all the major portals
The Internet campaign was launched on August 24, 2007 on the home pages of mass portals (which enjoy a combined reach of almost 80 per cent of the Indian audience logging on the internet on a particular day). The launch campaign was an internet media coup of sorts. 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’ and ‘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.