奥美MOTOV220广告传播策略

June21st,2004WHATISTHEBUSINESSOPPORTUNITY?Capitalizeonthesuccessofthetripletsanddramaticallyexpandourshareinthecameraphonemarket.IncreaseourpenetrationinemergingmarketslaunchinganaffordableandchiccameraphonewithMASSAPPEAL.WHATCANCOMMUNICATIONSDO?ReinforcethoughtleadershipinthedesignspacebyreclaimingMOTOROLA'sownershipoftheCLAM;Makecameraandcolorphoneaccessibletothemasses;MakeMP3ringtoneafriendly,easyfeature;Shifttheperceptionofthebrandtomakeitfriendlyandeasytouse.CONSUMERPROFILESBALANCEDURBANITESEMERGINGMARKETSMikhail,26,livesinthesuburbofSt.Petersburg,environmentalengineerforapetroleumcompany.Lifestyle:sporty-playshockey,ridesbicycletowork;liveswithgirlfriend;abitofarocker.Brands:Levi’s,Replay,Diesel,Quicksilver,Nike,Bell,MTV,allthingsAmerican.CONSUMERPROFILESBALANCEDURBANITESEMERGINGMARKETSIrina,27,St.Petersburg,PR.Lifestyle:healthandimageconscious,intoyogaandnaturalproducts;spendsmostoftimewithboyfriend;arts&craftshobbies;dreamsofParis,London,NY.Brands:Nivea;passionatelyfollowsSexandTheCity.Yasemin,29,Istanbul,worksforELLETurkeyLifestyle:workandsocialisinggotogether,lotsofcontacts,datingaphotographer;mixesvintagewithlatesttrends;caresforformandfunction.Brands:Moschino,Zara,Dolce&Gabbana,andGuinot,Clarins,Vichysamples.POSITIONINGPARAMETERSWhilstproductappealmayskewfemale,commsmustappealtomalesandfemales.NoconceptsthatcancannabilizethetopendofChiczone,i.e.nottooluxurious,designiconic.TerritoriesthatarenottooFBA,i.e.cuttingedgetrends.Eachconceptmustberootedinproductfeatures.PRODUCTPROPOSITION:DFORDESIRE1.STYLE2.FUNDESIREABLE3.FUNCTIONDESIREABILITYHASTWOKEYCHALLENGES...1.HIGHLYCOMPETITIVECLUTTERNEEDTOTALKABOUTV220INAUNIQUEWAY.PhotoVogueSamsungX600E700SiemensMC60SL55SonyEricssonT610SamsungV200X100LG5300XelibriObjectsofdesireDesignIcon2.ITISNOTENOUGHTOTELLCONSUMERSTHATAPRODUCTISDESIREABLE......YOUHAVETOMAKEITDESIREABLETOTHEM.CONSUMERINSIGHT1.STYLE2.FUN“thistargetmakesbalancedchoicestowardsstyle+fun+function=intelligentchic”3.FUNCTIONCOMMUNICATIONPROPOSITIONASTYLISHLITTLENUMBERTHAT’SFUN+SMART(ABITLIKEME!)CREATIVEDIRECTION:THEV220ISSMARTENOUGHTOREFLECTMYOWNCOOLSTYLE.MotorolaV220MYMOTO19-05-04Openonaphoneonatable.Ahandreachesinandgrabsthephone.Wehearavoiceoffscreen:‘mymoto’.Cuttoayoungwomanwalkingalongastreetwiththephonehangingaroundherneck.Cuttoayoungmanandwomanwiththeirarmswrappedaroundeachother.Theyplayfullytakepicturesofeachotherwiththeirphones.Hespeakstothecamera:‘monmoto’.Cutonayoungwomandressedincombattrousers(withlotsofzips).WehearanMP3ringtoneblastingfromsomewhereinhercombats.Shefranticallysearchesthroughthepocketsofhercombatsforthephone.Cuttoayoungmandressedinabusinesssuitoutsideamodernbuilding.Onthescreenofhisphoneheshowsushisworkcalendar.Youngman:‘mimoto.’Cuttoaquietyoungwomanholdingherphoneouttocamera.Onthescreenweseeavideoplaybackofherscreaming‘mymoto’atthetopofhervoice.Theyoungwomangivesusalittlesmirk.Cuttoayoungmantalkingonhisphonewhileperformingtrickswithafootball.Youngman:‘mymoto.’Ayoungmanstandingonastreetcornerflipsopenhisphone.Cutbacktotheyoungwomanstillsearchingforthephoneinhercombats.Finallyshepullstheringingphonefromazippedpocketinhercombats.Sheholdsituptothecamera.Youngwoman:‘meumoto.’CuttoayoungmandancingtotheMP3ringtonefromhisphone.Heflipshisphoneopenandanswersit.Youngman:‘mymoto.’CuttoarotatingpackshotoftheMotorolaV220.Title:ThenewV220.Title:MYMOTO/MONMOTO/MIMOTO/MEINMOTO/MEUMOTOVO:hellomotoVO:findyourmotoathellomoto.comTVPRINTOUTDOORCO-OP