Brief：

The new Motorola edge S Pro. was launched but sold poorly. The brand needs a strong campaign to return to the market and gain attention again.

Problem：

Through research we found the consumers’ first response was “Motorola is still alive?”.

However，BRANDING is the most important factor in purchase decision in two-thousand-yuan range of phones, because the difference in features is little and negligible.

We created a series of videos, restoring the real stories of “Brother No.1” in a fun way. For instance, we restored the story of a man in Chongqing charming all girls because of Motorola, the story of a bossy sister, and the story of a cabby in Southern China.

In terms of execution, we used a film camera to recreate the texture of the ‘90s, used Chinese traditional rhythm in cross talk and local dialect to increase the brainwashing effect.

On sales channels, we created a special discount price of RMB 1990 yuan，making the promotion as a part of the creative campaign.

Only when a hero brand launches new products, people pay attention. Our strategy is to let consumers know Motorola was once the creator of phone, like today's Apple, and it was the absolute hero brand called by people spontaneously the “Brother No.1”.

We created a series of videos, restoring the real stories of “Brother No.1” in a fun way. For instance, we restored the story of a man in Chongqing charming all girls because of Motorola, the story of a bossy sister, and the story of a cabby in Southern China.

In terms of execution, we used a film camera to recreate the texture of the ‘90s, used Chinese traditional rhythm in cross talk and local dialect to increase the brainwashing effect.

On sales channels, we created a special discount price of RMB 1990 yuan，making the promotion as a part of the creative campaign.

Motorola's 1990 campaign succeeded in boosting product sales

- Jd.com ranked Top1 in year-on-year growth in 5G mobile phone sales

- Jd.com's sales increased 38 times year-on-year

The boost of brand also helped Motorola draw attention to new products

- The total number of Kuaishou broadcasts is 210 million

- The hashtag # Welcome to 1990s has been read 84.8 million times

- Kuaishou mobile phone brand hot list: Motorola rose from the 13th to the Top 3