Motorola: The Amazing Only Happen To Those Who Share

Credits & Description:

Category: Technology
Media: TV, Online, OOH
Agency: F.biz
Client: Motorola
Brand: Moto E
Company: F.biz, São Paulo
Target: Brazil · Latin America
Chief Creative Officer: Guilherme Jahara, F.biz
Creative Director: Marcelo Torma, F.biz
Creative Director: Marcelo Siqueira, f.biz
Art Director: Marcus Mesquita , F.biz
Art Director: Luiz Sousa, F.biz
Copwriter: Erich Moreira, F.biz
Santa Transmedia: Producer
Procuder Director: Gustavo Gripe
RTVC: Iara Demartini , F.biz
RTVC: Anna Luiza Ferraz, F.biz
RTVC: Júlia Ramos, F.biz
Shuffle Audio: Audio Producer
Locution: Charles Nobili
Graphic Producer: Arthemus Savioli, F.biz
Graphic Producer: Eduardo Paiva, F.biz
Planning: Fernando Diniz , F.biz
Planning: Guilherme Sampaio, F.biz
Planning: Caio Queiróz, F.biz
Social Media: Renata Longhi, F.biz
Social Media: Renato Santolíquido, F.biz
Social Media: Eduardo Pelosi, F.biz
Social Media: Sabrina Teixeira, F.biz
Media: Luciana Prado, F.biz
Media: Victor Berto, F.biz
Media: Gabriela Pereira, F.biz
Media: João Sucena, F.biz
Media: Larissa Botti, F.biz
Project Manager: Felipe Capalbo, F.biz
Project Manager: Isabella Castro, F.biz
Account Director: Juliana Possato , F.biz
Account Director: Daniela Lancellotti, F.biz
Account Director: Manuela Codas, F.biz
Approval: Marcela Lacerda
Approval: Nathalie Padilla
Approval: Maíra Ribeiro
Features: Desktop News Feed, Mobile News Feed, Video Ads
Language: Portuguese (Brazil)
Objectives: Awareness, Preference, Intent, Online Traffic, Product Launch
Tags: Technology, Latin America, Portuguese (Brazil), Desktop News Feed, Mobile News Feed, Video Ads, Awareness, Preference, Intent, Online Traffic, Product Launch, TV, Online, OOH  
Campaign Description
At the start of 2015, Brazil had more than 283 million active cellphoneaccounts (ANATEL), although only 30% of them were smartphones. The majority of the population is very sensitive to price and do not want to pay for a phone that can become outdated after 6 months.
In the previous year, Motorola launched the first generation of Moto E. This was the company´s first phone to compete in the lower price bracket. The device faced a heavy competition, as well as internal comparison with the Moto G, the Motorola’s sales champion for two consecutive years.
With this background, we were given the challenge to successfully launch the second generation of the Moto E smartphone, once again in the lower price bracket. Our brief was to transmit the global concept “Choose to Start” in a way that would not only position the device as the best choice for someone buying their first smartphone or making his first upgrade, but also would highlight a differential that would go beyond its generic features such as camera, dual simcard and low price.
Our target audience were B and C class men and women aged between 18-49. People whom, despite being sensitive to price, are aware that technology has the power to transform culture.
This is why our objective was to develop a message that would show customers what it means to own a smartphone, and to show all that it can do for them.
As our goals, we had to:
-Turn the Moto E into the industry standard for the low-price segment as offering the best value for money
- Make sales of the device represent 12% of Motorola’s total sales.
Campaign Goals
Our insight came from our target Audience: Great trends come from common people who use basic cameras and telephones. It was by sharing these moments that many of them became famous and changed your lives.
Now, imagine if they had not shared this moment.
With this in mind, we created a campaign to show these ‘digital content creators’ that the “Amazing only happens to those who share”, and that the Moto E is the perfect smartphone for this.
To bring this story to life, we created various endings for the main memes that shaped Brazil´s history. The idea was to show that if they had not had the right tool to be able to share that moment, nothing would have happened in their lives.
Facebook was instrumental not only in divulging the campaign videos, but also in integrating the whole campaign and allowing people to be involved throughout.
The campaign began on the internet but, it migrated to traditional media too. In partnership with Globo TV channel’s program ‘Esquenta’, we started our search for a new web-hit. The program invited people to send videos showing their talents and the best were invited to present their talents on TV. The invitation was also made via Motorola´s Facebook page and on other channels belonging to the Globo TV network.
Facebook also promoted and involved people in participating in an OOH event, which caused a standstill on Av. Paulista. We took one of the main internet personalities, Jefferson of “Para nossa alegria” fame, to take part in the event at a bus stop. At this point, people were invited to record videos with him to share on their social networks, using free Wi-Fi access provided free by Motorola.
Lastly, Facebook also helped give visibility to a series of video tutorials that were published on Motorola´s Instagram.
The campaign had a strong entertainment appeal and brought back many of the past trends that were dear to the Brazilian public, thus drawing people closer to Motorola.
Campaign Performance
The actions that integrated ATL with social networks, using Facebook as a hub, served to raise awareness of the product and esteem for it. Each method had a clear main objective:
- ATL should raise awareness;
- Search and Display Media should also raise awareness of the product, highlighting each feature individually;
- Social networks had the role of increasing esteem for the product and of engaging people in the campaign’s concept.
The campaign for Moto E’s second-generation device received 18% more investment than the first generation campaign (2014). The amount of investment allocated to Social Media was 187% greater than the previous campaign – most of which was used for Facebook.
Even though we were dealing with a public that is resistant to, we achieved significant results after only a month of campaigning. This was thanks to the content that was designed to stimulate conversations on social networks.
We obtained more than 563,000 interactions resulting from the social media content, representing a 240% increase. Each post from the 2015 campaign received an average of 18,100 interactions, whereas the previous campaign had only averaged 4,200.
A post of the “Taca-lhe pau” video generated the best results, in terms of involvement, in the history of the Motorola fan page.
In total, Facebook generated more than 18 million views of the campaign videos, against 5.7 million on YouTube
With a higher investment in Facebook and focused on more engaging content, Styx managed to increase interaction, helping to build consideration for the product in this important step along the decision journey.
All these results show that we managed to translate the “Choose to Start” concept to the Brazilian environment. We also created a clear market for the smartphone which managed not only to translate to a higher number of buyers than anticipated, but it also endowed more power to the content producers responsible for making our culture even more amazing