Moto E5 Integrated Launch Campaign
We were tasked with supporting the launch of the next generation of Moto E smartphones with a new branded campaign that included a TV commercial, product sizzle videos and a full social campaign.
Moto E offers exceptional smartphone performance with the biggest screen in its class to view entertainment on, plus a big battery that’ll last all day. Basically, it was designed for people that are ALWAYS on their smartphones.
To introduce the release of one of Moto’s flagship budget phones, we zeroed in on the two key points of difference that separate the phone from its competition: extra big screen and extra big battery. We thought if ever there’s a time you want endless entertainment without worrying about battery life, it’s when you’re on a long road trip, with limited access to power. So we tapped into this relatable use case by staging an ultimate passenger bus party where the content on a large Moto E screen suddenly transforms the world around them.
Social
To amplify the Moto E product launch, we created a social campaign to tease, engage and build purchase consideration amongst their target audience across all social channels. For budgetary reasons, the social campaign had to utilize content that was captured from the TVC and product sizzle videos. The challenge was to make sure the social content felt unique and different. In order to do this, we not only used traditional formats such as GIFS and carousels, but also hacked platforms’ existing, native features to produce unexpected and engaging content. For example, taking advantage of Instagram’s grid layout and a Tilt-to-Pan Canvas to showcase the large screen size of Moto E.
TARGET AUDIENCE: Tech centric / always on phone / 16-44 years old / budget conscious
MEASURING SUCCESS: Deliver ROW targeted sales volumes activation on the total e5 franchise. Grow consideration targets for key markets.