Announce the arrival of the V70 newly developed handset with a unique “flip-to-open” 360 degree spinning flip cover, and utilize this new product to revamp the brand image and create demand for Motorola’s products. Universal McCann linked the product to the target … the target are on the move, mobile and constantly out and about the most relevant time to contact the target with news of the new Motorola V70 handset is when they have a need to communicate… when they are out and about.A powerful outdoor campaign was employed with locations selected for their relevance to the need for communication, for example outside major shopping & entertainment complexes where getting in touch with friend and family is key to hooking up for a social gathering; central business areas where communication with business colleagues or contacts is a business necessity.To create a dominant base campaign and ensure the creative was seen to be everywhere consecutive panels in bus shelters in strategic locations along with tram shelters in HK Island. To further enhance the brand exposure during the evening, a simple branding message was developed to put on the lighted rooftop panels.To demonstrate the unique “flip-to-open” 360 degree spinning flip cover product feature, 6 pairs of never used before panels with moving parts of the spinning cover in motion were placed in high traffic areas to engage passers-bys.The campaign was extended to underground transportation to ensure extended reach of the target. Giant poster-on-walls were placed in prominent position of high traffic inter-change stations.Our strong negotiations and dominant presentation also saw an exclusive arrangement secured, and Motorola was the only mobile phone company present in key bus & tram shelters throughout Hong Kong. Universal McCann recognized that to successfully break through the competitive clutter, a unique and dominant presentation of the new handset was required. Universal McCann identified that to effectively engage the mobile target, in their busy mobile lives the campaign for the new V70 had to be out on the streets where the target was out and about with a need to communicate.Universal McCann in collaboration with the creative team and the media vendor instigated a media first – a bus shelter panel with moving parts, a unique medium demonstrating the unique “flip-to-open” 360 degree spinning cover of the new V70 handset. This submission is special because a dedicated team pushed the boundaries to overcome a traditional shortfall of outdoor by creating a bus panel that COULD demonstrate the product features! This new panel was incorporated into dominant Motorola presentation that engaged the target in the right place, at the right time.The campaign has only been on the streets since February 2002, the results to date are pleasing with the Motorola Hotline and retail outlets reporting that enquiries for the new V70 handset are tracking extremely well.

Universal McCann recognized that to successfully break through the competitive clutter, a unique and dominant presentation of the new handset was required. Universal McCann identified that to effectively engage the mobile target, in their busy mobile lives the campaign for the new V70 had to be out on the streets where the target was out and about with a need to communicate.Universal McCann in collaboration with the creative team and the media vendor instigated a media first – a bus shelter panel with moving parts, a unique medium demonstrating the unique “flip-to-open” 360 degree spinning cover of the new V70 handset.