Cases

How do you use an international soccer star to launch a luxury phone?

Kicking off MOTORAZR2 V8 in style.

Motorola is known around the world for innovation and leadership in wireless and broadband communications. Their position as Australia’s “must-have” designer for mobile phones had started to wane due to rising numbers of design-inspired phones being launch into the market. To re-establish their position and differentiate themselves from their competitors, Motorola was preparing to launch the MOTORAZR2 V8 Luxury Edition (V8 Lux). With its gold-plated accents, smooth snakeskin-like texture and subtle details, the stylish new phone supported form and function, as well as an array of innovative, in-demand features. Now it was time to roll out it out in style.

More than three quarters of Australians believe their mobile phone is a reflection of their own personality and use it as a statement of style. To reinforce this idea, we called upon Motorola’s global brand ambassador, David Beckham - international soccer star and world-leading style icon - to use the V8 Lux during his trip to Australia to play for LA Galaxy FC.

To help generate a buzz before the launch, outreach efforts included the development of media partnerships with some of Australia’s top radio, print and TV media. An exclusive Sydney VIP Meet and Greet event with David Beckham and an invite-only press conference to launch the V8 Lux were also planned.

Throughout the two week campaign, the total media reach of 34 million Australians with more than 100 media hits across TV, radio, online and print championing the V8 Lux.