Riding a rising trend among youth where popular songs were mimed or lipsync'd to, and using online advertising and an engaging website, two lipsync pioneers were used as the cornerstone of a lipsync minisite that introduced the four key phones.14 million page views during first month launch. 232,302 online votes and 19,673 'send-to-friends' for viral creation.10,619 times MP3 Ringtone downloads by visitors.18% 'fun' attribute and 7% 'youthful' attribute increase during campaign as shown by brand tracking study.Combined sales volume of the four phones increased by 270 percent after launch for a few weeks.

Motorola’s brand improved. Once seen as old and elitist, brand perception became younger and hipper. But this response was not limited to Hong Kong alone. Because these videos multiplied. In China alone we found unprecedented awareness for a campaign that never ran in the country. Sales have continued to soar in Hong Kong, (Up 12%) but almost unbelievably, in China as well. And the consumers have joined in as well, dedicated websites to collecting all the clips, which have become a digital collector’s item. To this day, there has been online documentation of the videos reaching 54 countries.