Media: Strategy Analysis - How Motorola had people seeing Red

Brand: (Moto) Red
Client: Motorola
Brief: Raise awareness of the red Motoslvr - the first-ever handset
created to raise money to help fight Aids in Africa, through handset
sales and subsequent calls, texts and downloads
Target: audience 25- to 35-year-olds; straight male/female split;
conscious consumers
Budget: Undisclosed

AGENCIES
Creative, strategy, design, PR, event management: Cake
Executive producers: Cake, Globe (Universal)
TV production: Done & Dusted
Broadcaster: Channel 4, E4

STRATEGY

Motorola first committed to Red with the launch of the red Motoslvr handset in May 2006.

Cake, the brand entertainment specialist, was briefed with raising awareness of Motorola's involvement with the initiative and helping consumer understanding of Red in general.

The strategy was to execute a communications campaign that had advertiser-funded programming costs at its core, allowing for an in-depth explanation of Red, based on a live concert with celebrity testimonials and editorial.

EXECUTION

Cake adhered to the mantra of "not everyone will go - but everyone will know" for the event, which was named (Moto) Red Square and held in London's Trafalgar Square on 16 September last year.

The Channel 4 show spots ensured the target audience was watching, and the promotional materials publicising the event carried messaging on the Motoslvr handset and Red.

The event medium allowed for further messaging on tickets, in a pre-performance film and on on-site billboards; all collateral was used on all platforms.

Motorola underwrote all event and AFP. In return, and as big supporters of Aids initiatives, Scissor Sisters performed free of charge and endorsed Red on stage, via their database and on the TV show. On the day of broadcast, the group was number one in the album, single and radio airplay charts.- TV TV show was branded (Moto) Red Square, with bumpers on ad breaks. It aired "as live" on the night, with fully branded Red and Motorola imagery. Celebrity endorsers included the footballer David Beckham, the comedian and presenter Graham Norton, and the actor Ewan McGregor.- PR Cake announced the event, placed artist interviews and secured key messaging via ticket competitions and event previews. More than 180 international journalists and photographers were managed on the night, resulting in blanket branded next-day coverage. - Online Motorola.com/red was utilised as the main hub of information. Pre-event artist content was available for download and performance footage was hosted post-event. An exclusive content deal was agreed with Yahoo! to broadcast the concert and to secure international exposure.- Moblie Mobile was used as the sole method of obtaining tickets, which were allocated following an SMS prize draw. Two pieces of exclusive artist content were broadcast and distributed via Bluetooth on the night.

RESULTS

The results speak for themselves. Awareness of the Red initiative doubled nationally and trebled in London. Sales of Motoslvr handsets increased by more than 30 per cent in the two months following the event. A total of 22,000 people entered the prize draw, which raised more than £19 million for The Global Fund.

The Red Square initiative generated more than 100 items of press coverage, with more than half appearing in the national media.

A total of two million viewers tuned into the UK show, which has aired five times on Channel 4 and E4 to date. The initiative was broadcast internationally in 12 key Motorola markets, including Germany, South Africa and Hong Kong, and had a US theatrical release across ten major cities.

Unique visitors to Motorola.com/red increased by 27.7 per cent. The event resulted in the posting of 48 user-generated content films on the video- sharing website YouTube.

THE VERDICT - Mark Sherwood executive planning director, Rocket

Anyone who announces their resignation through a blog or sends a Valentine's message via YouTube was born to be a communication planner. One person who's done both of these things is Russell Davies. If you don't read his weekly column, you should. The other week he said that navigating the changing media tides must be the most challenging job out there. And he's right: it is a challenging job, but it's also a hugely rewarding one. Navigating, however, is only half of what communication planning is about because, although it's important to know where you're going, it's also vital to make sure you get there.

This is where many campaigns fall down. As the gap widens between the planning and the implementation functions, big campaign ideas are increasingly being lost somewhere between the two. To stop this from happening, you not only need a shared sense of ownership in the campaign, but you've also got to have a group of people who are all prepared to work bloody hard together to make it a reality.

This campaign is an example of how it should be done. It starts with a good campaign idea: develop an ad-funded programme and editorial support to build interest in the brand and provide a deeper understanding of the initiative. Coming up with this idea, though, was the easy bit, making it a reality was where the real stuff happened.

Content is key to the success of AFP, and having an event as the focal point of the campaign was clever. The event itself was impressively put together, but what really makes it stand out is how Cake then made sure it was relevant to Motorola by using mobile and the online hub as major communication channels.

Cake was also smart in how it got a broadcaster involved early on, as this made sure the concert, which was only seen by 15,000 people live, got quality airtime. This, combined with the PR support, played a key role in delivering against their awareness objective. Finally, from the user-generated content to the various promotions, they got consumers involved in the campaign in a way that was interesting and engaging,

Individually, all these elements must have been really tough to deliver, but the combined effect of making it all happen speaks for itself. A great campaign, from start to finish.

Score: 5 out of 5.