Motorola is targeting “stylish adults” in a £5m ad campaign for its new V70 “swivel phone”.
Available in April, the phone is billed as Motorola’s most revolutionary design since the “clam shell” appeared in 2000.
The TV, press and poster campaign, launching at the end of the month through Ogilvy & Mather, will focus on 25- to 34-year-olds who, according to research, change their phones once a year.
The company, which recently signed music sponsorship deals with Capital Radio and MTV (MW February 21), has decided to take a more segmented approach to marketing.
The music deals form part of Motorola’s youth strategy, and the company is to reveal a “major European music deal”, according to UK consumer marketing manager Ric Williams. Details of this were unavailable as Marketing Week went to press.
The third major market segment for Motorola is “early adopters” – targeted by November’s launch of the e-mail equipped Accompli 008.
Media buying for Motorola is by Universal McCann. The agency has included some innovative formats to promote the V70, including 3D-effect posters and images projected onto the walls of London Underground.