Motorola has made its biggest move yet into the youth market by signing a &£1m sponsorship deal with radio station Capital FM.
The mobile-phone manufacturer is sponsoring Superstar DJs, a new show that will feature a number of high-profile guest DJs. Broadcast between 10pm and 11pm on Friday nights, starting this Friday (February 22), the show is set to run for 26 weeks.
The sponsorship package, put together by Universal McCann, includes a presence on Capital’s website as well as data-sharing opportunities.
Motorola has also signed a deal with MTV as part of plans to push the company’s products into the youth market.
Motorola will sponsor a ten-gig roadshow, taking place between June and November, in which MTV will attempt to discover “the next Ibiza”.
As part of its new positioning, Motorola has commissioned its ad agency Ogilvy & Mather to come up with a slogan – Motospeak – which will be appearing in all advertising this year.
It will soon launch a new-look mobile phone that swings open rather than flips open.
Capital Radio is expanding its Capital Gold brand through the &£250,000 purchase of analogue and digital licences for Greater Manchester from The Wireless Group. The licence is currently operated under the name Big AM.