Motorola Case Study

PRODUCT PLACEMENT FOR MOTOROLA

THE CHALLENGE
Have you heard of Motorola?
Yes they make phones. “Hello Moto”
Did you know they make other products too?
No. Like what?
Motorola asked us to help them launch two new product ranges – Baby Monitors and Digital Photo Frames.
Strongly associated with telecoms amongst consumers , we needed to take them out of this mindset and position Motorola as an innovative and trustworthy consumer technology company. And we did.

WHAT WE DID To truly understand the products USPs , we had to understand its competitors and its audiences. We engaged our audience . we hung out where they hung out, we chatted about what they chatted about , we ate what they ate... OK, that bit’s not true. But we did get under their skin and we found out what made them tick and how.

HOW IT WORKED
We placed competitions on key, high traffic sites, generating product recognition and driving retail sales.
We ran a consumer awards programme targeting respected and recognised awards. We researched blogs, communities, forums and social media sites. Parent’s discussing child safety on Mumsnet.com or tech geeks discussing gadgets on Pocketlint.com - we were there, chatting along. We developed a forward planning calendar ensuring we never missed a journalist product round-up. We placed product in relevant, prime-time TV shows. We offered product to key review sites and journalists, developing positive soundbites and peer reviews and helping to build brand recognition and trust.

RESULTS We generated positive consumer reviews in key publications, developing soundbites such as “ Motorola has really thought these frames through. Not only is the technology up to date, they’re not bad looking either” We secured coverage in tier one publications spanning consumer and vertical sectors including online, print and broadcast We generated over 8 million opportunities to see and hear – that’s more than 13% of the entire UK population!

Like what you see? Get in touch with us at: Email: [email_address] Twitter: @komodopr Tel: +44 207 680 5520

http://www.komodopr.com	131
http://www.slideshare.net	5
http://translate.googleusercontent.com	1

Motorola Case Study

by Komodo PR on Mar 31, 2010

Accessibility

Upload Details

Usage Rights

3 Embeds 137

Statistics

Motorola Case Study — Presentation Transcript