IPA Effectiveness Awards 2008: Bronze Award - Motorola

SUMMARY

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 the 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 COMMENT

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

MOTOROLA
Title: Marketing Motorola in China
Client: Motorola (China) Electronics
Entrant: Ogilvy & Mather Advertising Beijing
Authors: Tim Broadbent, Edward Bell, Anthony Wong, Ogilvy & Mather
Advertising Beijing; Weifan Zhang, Mindshare ATG; Zheng Li, Ogilvy &
Mather Advertising Beijing
Media used: TV, national and regional newspapers, magazines, radio, out
of home, cinema, internet, interactive, SMS, DM, sales promotion, PR,
sponsorship, word of mouth

IN A NUTSHELL

By improving the brand's image and desirability, the campaign was able to increase Motorola's market share in China and generate payback of 15RMB for every 1RMB spent.

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