Motorola
Rebranding an American icon
Lenovo’s acquisition of Motorola from Google provided the opportunity to completely revitalize this iconic American brand.
The challenge: How can Motorola compete with Apple and Samsung with a fraction of their marketing budgets?
The solution: Zig while the competition Zag and build a true challenger brand.
Brand Strategy • Brand Identity • Brand Expression • Brand Guidelines
Moto Z2 Play - Unlimited Possibilities
The Moto Z² Play served as the entry point to Motorola’s Premium smartphone product line.
The challenge: How to showcase the beautiful design and build quality of a premium device while portraying it’s practical use?
The solution: Leverage the iconic Hello Moto expression to build an interplay between large and small in a visually arresting way.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Packaging • Events
Moto Z2 Force - Hello World
Motorola’s flagship product, the Moto Z² Force magnetically pairs with a range of ‘motomod’ accessories.
The challenge: How should Motorola respond to society’s growing concern about the smartphones’ potential harm by disconnecting with others and encouraging endless scrolling.
The solution: Leverage Moto Z2’s unique MotoMods accessories and show how they help people lift their heads out of their phones and say hello to the world around them.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Packaging • Events
Moto X4 - Hello Perfection
The Moto X4 was the first update to the X range in 2 years with a quantum leap in capabilities while remaining affordably priced.
The challenge: How to present all the upgraded technology and features of a premium class smartphone targeted towards a youthful price conscious consumer.
The solution: Express the functionality in an upbeat, energetic way through the universal power of dance. One part commercial, one part music video, all parts Perfection.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Packaging • Events
Moto G5 - Captivating design
In many regions of the world the Moto G series is Motorola’s most popular smartphone.
The challenge: How to communicate the unexpected power and features of such an affordable smartphone?
The solution: Bring the notion of it’s captivating design and unlimited power to life by dramatizing the various capabilities hidden within.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Packaging • Events
Moto G5S - Creativity unleashed
The defining feature of the Moto G5S Plus was a dual camera lens (innovative at the time) that opened up lots of new photographic possibilities.
The challenge: How to instantly bring the real world benefits of a dual lens system to life for consumers without getting technical.
The solution: Dramatize the stunning images the camera enables while showing the audience how it unleashes their creativity.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Packaging • Events
Moto G6 - Hello You
The Moto G6 continued the pursuit of bringing premium features to a mid-tier device with an ultra widescreen display, a more powerful camera and longer battery life.
The challenge: How to make these advances feel significant to the consumer as they dramatically improve the smartphone experience?
The solution: Focus on the consumer and how these advances directly improve their lives. Hello You.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Packaging • Events
Moto E - Hello Entertainment
The Moto E series is Motorola’s entry level value phone. The E5 brought several mid and premium tier features to a value phone for the first time; Larger wide screen display and a bigger battery.
The challenge: How to bring the real world benefits of these improvements to life in a memorable way for the consumer?
The solution: Focus on the primary benefit of these improvements, a bigger screen means a better experience watching videos and the larger battery means watching for longer.
TVC • OOH • Video • POS • Social • Web • Email • Banner • Packaging • Events
