After a little brand refresh and the biggest brand endorsement on the planet, Motorola get’s a little more Google-like in their look and their approach. Not only have Motorola integrated some clever little tech into their latest print ad, but they’ve clearly planned a fully integrated campaign to generate a bigger bang for their buck! With the power of your fingertip the magazine advert comes alive and changes colour, demonstrating the customisable nature of the phone itself. With the power of social media, the campaign is set to go viral, utilising YouTube, another Google brand.
With a nifty little Facebook app, the phone can even be personalised to match the colours of any photo in your timeline. All channels link to an engaging website and before you know it, you’re designing your own phone and creating deep-rooted desire! They’ve even included the promise of brand provenance with each phone being customised in the US and purchases supporting their economy – all the heartstrings pulled, all the boxes ticked and we’re sold… they’ve just got to prize the iPhones from our clutches first!
This is the most advanced print ad ever and despite the relatively low distribution to only 153,000 subscribers in New York and Chicago during January, we think the viral reach will make the investment well worthwhile – without doubt, social sharing was the primary objective of this ad! Although sales are currently nowhere near their competition, with integrated branding and such brilliant integrated communications, if the tech lives up to the hype, it’s only a matter of time before Google brings this brand back into the limelight.
http://adage.com/article/digital/motorola-places-color-changing-moto-x-print-ad-wired/245738/