* Exhibition Competition Division : Professional
* Type of Advertising media : TV/Cinema
* Product Classification
part1 : Electronics/IT/Office Equipments
part2 : Home electronics & audio-visual
part3 : personal phone equipment incl. mobile phones & pagers
* Continent : Asia/Pacific
* Country : Korea
* From : Juhae Hong
* Date : 2008-08-11
* Title : Wish Come True
* Exhibit Information :
A. Campaign summary
The campaign created a story around a product variation in a way that fully addressed targets’ product-related needs as well as a psychological need to be acknowledged for their actions that go beyond product purchasing. The campaign ran for two months from December 2007 to January 2008 through terrestrial TV, cable TV and print media with the result that exceeded the expected sales.
B. Marketing Challenge and objective
RAZR² was successfully launched in Korea in June 2007, and the initial sales have been quite satisfactory. However, its novelty value started to wear off and new products would not be released until early 2008, so Motorola needed to plug the sales gap in the meantime.
In terms of distribution channels, SK Telecom, the sole network operator Motorola supplies products to, decided to put its 2nd half marketing strategy in line with WCDMA category reflecting a successful transition to 3.5G technology in the local market. This turned out to be a critical moment for Motorola as its product line-up was not ready to support their sole customer’s new strategy, which means it could not expect usual sales push support by SK Telecom in the form of subsidies on its product.
Faced with the above challenges, Motorola decided to refresh the product with a color variation, and to go it alone with a campaign of emotional approach to pull consumers to the new product.
C. Target markets
The core targets of RAZR² brand are in their 20s to 30s who have office jobs. In addition, they are usually interested in fashion and style, and not shy about expressing their own styles even if they don’t conform to the mainstream. For them, a style is not just limited to fashionable items but can be extended to a certain type of behaviors as long as they are considered cool. Coupled with that, they harbor an inherent wish to be acknowledged for expressing their own personality/individuality but in a discreet way so that only those in the know appreciate who they are or what they have done.
In order to create a story that meets the targets’ needs, Motorola and the agency decided to give a special meaning to their actions resulting from this campaign.
For this purpose Motorola made an alliance with the Korean chapter of Make-A-Wish foundation that helps children with terminable diseases realize their wishes. Accordingly, the product was named as “RAZR² WISH” and the arrangement was made for $5 per unit to be donated to the foundation for the first 50,000 units sold.
To address the targets’ wish for discreet recognition for their deeds, each product came with an engraving on an additional battery cover that carries the slogan of “Wish Come True.”
A quick survey on the targets also reveals that though charity is considered a commendable act, it is not necessarily regarded something cool among them, and that it is reserved for only a few good Samaritans. Even some local celebrities normally associated with such charitable deeds are not considered cool enough. Besides, there is a strong perception among targets that one has to go out of one’s way to do it, even if one believes in the cause, which often prevents them from taking actions.
To overcome these psychological and behavioral barriers, the creative strategy was set to reposition charity as something that befits their style, an opportunity to express their thoughts and individuality.
Specifically, a very different approach was taken from the usual one highlighting pitiful images of children to position “Wish Come True” campaign as “Do something cool, do something good.” The intended tone and manner is to keep the quintessential Motorola style, i.e., chic and stylish.
To communicate this idea in a most effective way in terms of TVC creative, several vignettes based on witty but as well heart-warming situations were created to highlight due acknowledgements for good deeds on the part of the customers.
A simple strategy was employed to develop print creatives. They show a man and a woman, respectively, featuring the product close to the models whose image invoke a sense of unaffected naturalness and symbolize an angel in line with the moral value of the action asked of the targets.
E. Campaign results and measurement
The campaign helped Motorola sell the allotted 50,000 units before the campaign drew to a close. Certain SK retail shops ran out of stock in the second months of the campaign. In the first few weeks the sales figure hit over 4,000 units a day while 3,000 a day is usually considered a success. Due to Motorola’s business relationship with SK Telecom, the exact final sales figures were not shared for the reason of confidentiality, though.
The qualitative assessment of the campaign is that it has broken ground in reinterpreting a charity campaign in the Korean market and making it work for these specific targets with the relevant marketing and creative strategy.