Marketing Motorola in China (2008)
Campaign: Marketing Motorola in China
Brand: Motorola
Client: Motorola (China) Electronics
Agencies: Ogilvy & Mather Advertising Beijing
Authors: Tim Broadbent, Ogilvy & Mather Advertising Beijing
Edward Bell, Ogilvy & Mather Advertising Beijing
Anthony Wong, Ogilvy & Mather Advertising Beijing
Weifan Zhang, Ogilvy & Mather Advertising Beijing
Zheng Li, Ogilvy & Mather Advertising Beijing
The market for mobile phone handsets in China is huge and growing fast, but in 2005 Motorola only had 13 per cent share of the Chinese market. This paper demonstrates how by improving its brand image Motorola was able to increase its market share. The ‘Moto Tribe’ campaign used images of challenging, confident individuals with a strong personal style that were united by their choice of phone to increase desirability of the brand. Various media were used in communications including TV, print and music download sites. The campaign generated 15RMB for every 1RMB spent and successfully helped Motorola’s growth in China.
Judge's Comments:
Faced with a market that was in a downturn this campaign insulated the brand and increased its share of voice. A very compelling case that was well argued and clear in relation to the scale of the task.
David Pemsel, Group Marketing Director, ITV