Motorola have created a ‘Life Proof’ range of smartphones that are tough enough to stand up to any environment. And nothing demonstrates this better than the Motorola Defy; the water resistant, scratch resistant, dust proof handset.

Our objectives were to demonstrate Defy’s robust credentials to a ‘young socialisers’ to increase purchase consideration, while making the Motorola brand relevant to their lives in an environment that reflects the benefits in the most dramatic and relevant way possible.

We needed to drive sales of the Defy smartphone over the winter period and convince the trade to increase orders of the Defy.

• Handset demonstrations: 2,900 (approximately 50% of attendees).

• Trade orders for Defy handset from trade increased 200%.

• 60% Defy sales uplift.

• 100% of Blackberry, Samsung, Nokia, Sony and LG owners said that the Motorola activity made them feel differently (positively) about the brand and 87% said they would be more likely to consider a Motorola product for their next mobile purchase.

• Most popular words to describe the brand: innovative, cool, modern, fun, reliable.

• 20% of the respondents specifically referenced Motorola’s people on the ground at events and festival involvement made it both more distinctive and relatable.