Motorola is to use the sponsorship of ITV1 movies as the core plank of its marketing for the launch of its 3G mobile handsets in February.
The campaign for the new handsets will highlight how they enable users to take video footage and create their own “moto movies”, while also being able to download and play video clips, make video calls and send video messages.
The handset manufacturer has renewed it sponsorship of ITV1 movies for a third consecutive year to support the handset launch. The multi-million pound deal will cover more than 200 films over the course of 2005. It has been negotiated by Sponsorvision, which has also produced new sponsorship credits for the mobile phone company.
Motorola UK & Ireland marketing manager James King says: “The launch of our 3G handset range, with advanced video technology, means that the link between movies and mobile phones is now more relevant than ever.”
The launch of the 3G handsets will also be supported by a television and print advertising campaign, created by Ogilvy & Mather.
Motorola claims that the ITV1 Movies sponsorship has boosted its brand awareness and has driven up purchase consideration by 65 per cent among those aware of the sponsorship compared with those who are not.