Media: Strategy Analysis - How Motorola had people seeing Red.(Motorola Inc.)(Red Square)

 
Brand: (Moto) Red 
Client: Motorola 
Brief: Raise awareness of the red Motoslvr - the first-ever handset 
created to raise money to help fight Aids in Africa, through handset 
sales and subsequent calls, texts and downloads 
Target: audience 25- to 35-year-olds; straight male/female split; 
conscious consumers 
Budget: Undisclosed 
 
AGENCIES 
Creative, strategy, design, PR, event management: Cake 
Executive producers: Cake, Globe (Universal) 
TV production: Done & Dusted 
Broadcaster: Channel 4, E4 

Motorola first committed to Red with the launch of the red Motoslvr handset in May 2006.

Cake, the brand entertainment specialist, was briefed with raising awareness of Motorola's involvement with the initiative and helping consumer understanding of Red in general.

The strategy was to execute a communications campaign that had advertiser-funded programming costs at its core, allowing for an in-depth explanation of Red, based on a live concert with celebrity testimonials and editorial.

EXECUTION

Cake adhered to the mantra of 'not everyone will go - but everyone will know' for the event, which was named (Moto) Red Square and held in London's Trafalgar Square on 16 September last year.

The Channel 4 show spots ensured the target audience was watching, and the promotional materials publicising the event carried messaging on the Motoslvr handset and Red.