Motorola

This leading manufacturer of consumer electronics makes one of the largest and most ambitious lines of wireless phones in the world, and every year, a new model line rolls out. While Motorola makes the phones, electronics dealers like Best Buy, Radio Shack and wireless phone stores, like Cingular, sell them. While Motorola aggressively promotes their products to the general public and the media, they also need a way to communicate and promote product information to their dealers.

Strategy

In support of their line introduction at several industry trade shows, Motorola developed a multi-channel approach to develop interest and participation among dealers and the media.

To promote the line to the media, members of our team developed electronic invites, or “e-vites” as they were called, which were rich media e-mails using Flash, that Motorola sent out to journalists to encourage them to visit Motorola at the trade show, and linked them to an online registration.

Also produced were an interactive CD Rom presentation designed to help salespeople at the dealer level identify optimum customer/model matches. Named a “Motofolio,” it went to the dealers showing their new products and accessories.

Another element was an online digital asset management module named “MotoInfo” containing downloadable high-resolution Motorola phone and lifestyle images as well as stats and press releases for each phone.

Technology and Design

This series of projects demonstrated capabilities in a number of areas: Web, CD ROM, Content Management and E-mail using combinations of HTML, Flash and back-end programming in a means consistent with Motorola’s high design standards for brand re-inforcement.

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