Cases

How do you conquer the fashion scene?

In July 2008, the German capital was completely seized by the world’s fashion scene. Attracted by the Berlin Fashion Week, designers, models, celebrities and fashionistas from all over the world celebrated in Berlin. No doubt, that style icon Motorola was not only part of this summer’s highlight but initiated the hottest event in town!

Ogilvy Public Relations was asked to draw the public’s attention to Motorola’s high class activity that took place around the Berlin Fashion Week. The main objective was to link Motorola credibly with the fashion scene and to build trustful relationships with Germany’s leading fashion and lifestyle journalists. In addition, it was all about pushing the coverage of Motorola’s new mobiles MOTORAZR2 V8 Rose Gold, MOTORAZR V9 Tin Silver as fashion accessories.

To position the brand in this uniquely fashionable surrounding, Motorola played a central role in three consecutive steps for selected opinion leaders of the fashion and design scene. The must-join event started with an exclusive, privately-held dinner for invited journalists in Berlin’s famous restaurant Guy. During the dinner, Motorola’s new mobiles were presented before every journalist received a Motorola phone as a give away. All in all, eight of the most important German lifestyle and tech journalists joined the dinner.

Subsequently, Motorola was impressively integrated into the catwalk show of the designer duo Unrath & Strano. More than 1.000 VIPs, celebrities, designers and key fashion media joined the show that did not only integrate tailor-made MOTO-outfits but also featured the latest mobiles MOTORAZR2 V8 Rose Gold and the MOTORAZR2 V9 Tin Silver.

As the evening’s final highlight, Motorola invited the party people to the premier of MOTOROLA STYLE NIGHT in Berlin’s famous club WEEKEND – an all night long party format to celebrate fashion and lifestyle. In the forefront, several media co-operations secured attention for the event. Users of the online lifestyle platform of Vanity Fair and listeners of Radio Energy, for example, had the chance to win 3x MOTORAZR2 V8 Rose Gold and tickets for the MOTOROLA STYLE NIGHT. All in all, more than 800 fashion victims such as designers Unrath & Strano and Michael Michalsky as well as TV presenter Ross Antony joined the party and agreed that the MOTOROLA STYLE NIGHT was the highlight of the Berlin Fashion Week 2008.