December 2007
Beijing, - Ogilvy & Mather Beijing and Motorola are diving into the new world of digital advertising with the release of the MOTO Q campaign. As a pioneer in adopting new forms of digital advertising, O&M China has developed a campaign almost exclusively online.
Who better to represent this online wave than the popular online icon Tuzki, who serves as the MOTO Q8 brand ambassador.
Featuring a QWERTY keypad, thumb wheel and Windows Mobile 6, the MOTO Q is the perfect device for the millions of "serial communicators" across Asia who are constantly communicating.
O&M took an unorthodox approach positioning the Q as a consumer rather than business device. "When you look at the culture of young professionals in Asia today, so much of it revolves around continuous communication within peer groups. Instant messaging and personal email are indispensable for these people," said O&M Regional Planning Director, Edward Bell.
O&M discovered that Asia has 200 million Instant Messaging users, yet there was no phone on the market to help take this love affair with messaging truly mobile.
In deciding to target serial communicators, the challenge was always going to be in reaching them. "We needed a very creative and interactive platform to inspire the target audience," said Nils Andersson, Executive Creative Director, Ogilvy Group, Greater China.
"We believe in leveraging consumer culture wherever possible. With Q, we decided to ride on the web 2.0 culture of personal expression; and right now, there is no better example of this than the animated Internet phenomenon Tuzki."
Tuzki, the popular illustrated rabbit created by Wang Momo of the Beijing Broadcasting Institute, most accurately illustrates this liberation of expression. Tuzki has become massively popular with QQ and MSN users throughout Asia with "his" ability to convey a variety of emotions.
"Since Tuzki is already popular online, we focused on developing a viral campaign that aims to appeal not only to the millions of Tuzki fans but to the revolution of expression sweeping across Asia," said Nils.
And the revolution is very much a digital one.
"The main reason why we focused on online is because the product's features reflect 100% what consumers do online. This product is perfect for serial communicators who spend hours chatting, blogging, downloading and watching music and videos. So, it makes sense that online would be the most relevant platform for communicating with this audience," said Chris Reitermann, President of OgilvyOne China.
Ogilvy & Mather is heading up a 360 degree communications effort, working with Motorola to carry out online, print, OOH as well as public relations activities surrounding the new phone.
The campaign focuses primarily on top-tier markets, keeping with the elite, sophisticated and luxurious characteristics of this state of the art, designer handset.
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