Engaging Communities

Strategy

Engage directly with specific audiences and social groups relevant to Motorola product targeting; youth, business, early adopters with Face to Face and OnLine activity. Familiarise these groups with Motorola Mobile Device designs and user interfaces.

Idea

Targeting these audiences across Europe via one mechanism, the MotoFunk Tour - with a group of brand ambassadors - 'Buddies'. Each 'Buddy' aligned to connect and engage with a specific interest group. Establishing a web community with the unique 'create and share' capabilities of Motorola's coolest new products.

IVCA Brand Experiences Awards 2006 Most effective targeting - Brand Performer