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.

Idea

The campaign was designed to fuse the creative idea of ‘Crazy Reflective’ with new technology to create a compelling engagement specifically suited both to the online medium and its target audience of 18 to 40-year-old achievers and individualists. It used a tool of the social networking phenomenon - the webcam - and turned it for the first time into a marketing medium. The webcam would insert an image of the user into the banners on their screen, involving them in the campaign in a uniquely intimate way.

Results

The Kaleidoscope banners broke records on every portal that ran them. The industry average for CTR and interaction rate is only 1%, yet these banners achieved the highest engagement rate ever on Yahoo! India with 150% interaction rate in the first 10 days, and a final average interaction rate of 64%. The total average click through rate (CTR) was 2.56%. In Malaysia, the banners achieved the best CTR in a single day on Yahoo! Malaysia with a CTR of 5.20% and around 8,000 clicks in a single placement. It was also the best performing campaign on Sinchew-i Malaysia with a campaign CTR of 4.39%. In Singapore, it achieved a phenomenal 22% CTR on CNET Asia in just two days. In addition, the campaign generated 40% more contest registrations when compared to other campaigns with the same media buys. The buzz percolated even to the top of Motorola’s global offices and turned a regional campaign into a global one.

Target Audience

18 to 40-year-olds in two segments: ‘Fire-breathing achievers’ - highly educated business people who rely on the latest technology and mobility to manage their lives. They are leaders/influencers who are driven and are image-conscious; ‘Individualists’ - mainstream mid-lifers who lead self-driven lives. They want to look good, have their own personal style, but are not out to impress. To them, a phone should have basic functionality and be discreetly attractive.

Size

1,000,000+

Our Thoughts

The big idea here is how Draft are the very first to use existing technology in a completely new way, linking the webcam on your PC to a banner ad. Quite brilliant. And at a time when marketers punch air if they get a 0.2% clickthrough rate, this was getting 22% and more.