Motorola is America's leading manufacturer of electronics communications products. The company develops technologies, products and services that make mobile experiences possible. Its portfolio includes communications infrastructure, enterprise mobility solutions, digital set-tops, cable modems, mobile devices and Bluetooth accessories. Motorola is committed to delivering next generation communication solutions to people, businesses and governments. A Fortune 100 company with global presence and impact, Motorola had sales of US $36.6 billion in 2007. For its launch of new mobile model Razr2, Motorola has come up with an innovative campaign ‘Sharper Than Ever’ developed by O&M Chicago and being adapted for the Indian market by O&M Delhi. It has adopted 360 degree communication using all forms of media channels viz., Print, Internet, TV commercial, Banners and Hoardings, etc.
? Print Advertisement:
Ogilvy & Mather developed print advertisement which was circulated in leading newspapers and magazines. The advertisement depicted a Fighter holding MotoRazr2 like a sword giving MotoRaz2 a metaphor of sword. Thus the advertisement effectively conveyed the sharp features of MotoRaz2.
? Client Profile:
• Target Market – The new Motorola Razr2 is an upgraded version of previously launched Motorola Razr model which targets at the fairly affluent urban youth having a craving for latest technology.
• Product Attributes – It has sharper features than its predecessor model - Sharper music, sharper camera, sharper mail, sharp internet browsing. The other product attributes communicated in the advertisement includes Bluetooth Stereo set, external music controls, large Mp3 memory, etc. Another important attribute of MotoRazr2 was its Cryst ...