This is the first big launch for a consumer product from MOTOROLA.David Beckham is the celebrity representing MOTORAZR edginess and coolness.

A hard hitting, 360o campaign, clearly positioning the Razr as the ultimate in “foreign cool.” Driven by advertising, POP and launch eventsReassurance of credibility through PR and word of mouth.All preceded by an online pre-registration program and pre-launch buzz, to make people wait for the Razr