McCanns pushes new Motorola mobile in UK

McCann-Erickson London is hoping to boost Motorola’s profile among the key youth market with a pounds 5 million launch campaign for the company’s latest mobile phone.

McCann-Erickson London is hoping to boost Motorola’s profile among

the key youth market with a pounds 5 million launch campaign for the

company’s latest mobile phone.



A 30-second TV spot for the v.2288 mobile breaks across the UK this

week, using animated-still film techniques to drive the image of the

phone as a ’funky’ lifestyle product.



The new phone aims to woo back young buyers with features such as FM

radio and internet access, and reverse recent industry trends that show

Motorola losing world market share to Nokia.



The ad, which runs on terrestrial and satellite TV for the next three

months, features a DJ spinning records at a wild party. When a speaker

blows during a track, the DJ uses his phone’s internet capacity to

search for the nearest hi-fi shop, and walks down to collect new

speakers while listening to the same track via his FM radio.



He reconnects the speakers and restarts the party without interrupting

the music.



’The look is intentionally handmade,’ McCann London’s creative director,

Luke White, said. ’But it works well and it makes the ad and the product

stand out.’



The campaign will be rolled out across European, African and

Middle-Eastern markets, accompanied by a second ad featuring a

freestyling skateboarder who breaks his teeth in a crash and uses the

net to find a dentist. The campaign will be supported by press and radio

executions in the UK.



’The advertising has an innovative, quirky feel,’ Amanda Fisher, the

consumer marketing manager for Motorola, said.



The ads were written by Steve McCallum and art directed by Adam

King.



Chris Turner and Gary Butcher directed the spots for Spin

Productions.



Media planning and buying for the campaign is by Universal McCann.