Motorola unveils new tack to attract tech-savvy youth

Motorola is launching a new strategy and strapline as part of a campaign to promote a range of specialist music and camera phones.

The brand is hoping to build loyalty among younger consumers, exploit an increasing interest in hi-tech handsets, and “add meaning” to its Hello Moto slogan.

The new campaign, developed by agency Ogilvy London, will use the strapline “We Generation” and aims to promote sharing and the social aspect of the handsets. The work has been overseen by Andrew Morley, vice-president of marketing EMEA.

The print, press, TV and online ads, which break this week, will promote a range of new phones including the ROKR E8, a handset designed for music, which goes on sale this week.

The campaign will also support the Z10 model, which specialises in movies and was launched this spring.

Another new model, the ZN5, a specialist camera-phone developed in conjunction with Kodak was unveiled in China last month and will be released in the UK before the end of the summer.

A Motorola source says the different models specialise in a different area to attract those customers who value design and specification in their handsets.

He adds that the We Generation campaign aims to create brand loyalty in the market and capitalise on the popularity of its Hello Moto tagline.

“Everyone knows Hello Moto, but when you ask people about what it means they don’t know – this campaign is designed to put something behind it.

“Mobile brands are seen as cold, but this is designed to add some personality – it’s not about technology it is based on warmth and social aspects,” says the source.

• Mobile brand Orange has also repositioned itself as a “human network” with the strapline “I am” (MW.co.uk, July 1).