HGM MOTOKRZR K1 Launch Campaign

Background

Hundreds of new mobile phones are launched every month. More so in Asia and the Middle East where growth is fastest. Consumer attention is constantly being sought in every conceivable medium, making competition even tougher. To launch the new iconic MOTOKRZR K1 phone for Motorola, Draftfcb Singapore was tasked with cutting through the clutter of the competition. Because the campaign had to introduce the phone regionally (Singapore, Malaysia, India), it had to be based on an idea that would appeal across multiple cultures. A further challenge was to weave the corporate mandated global creative platform for this product - ‘Crazy Reflective’ - into an interactive execution to ensure a 360 degree implementation at launch. The campaign also aimed to drive database collection for future relationship marketing initiatives.