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Motorola captures luxury experience in Razr Express ad

19-March-2005
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Motorola captures luxury experience in Razr Express ad

Motorola has unveiled its new print campaign on the Razr Express service for the users of its high-end phone, Moto Razr V3. The Razr Express campaign has been designed by O&M. The campaign captures the high-value experience through the visuals, not missing the emotional and functional appeal of the service.

On the client's brief, Pramit Bhargava, Marketing Manager, Motorola-Personal Communications Sector, said, "The concept of the campaign is to deliver the message of customer comfort as you would get in a five-star hotel. The key aspects of the Razr Express Service are to maintain personal contact with the customer after the resolution procedure ends, fulfil customer demands and analyse quality of service delivered. We wanted the advertisement to deliver this message."

The company has used the print medium tactically. "The strategy to use the print medium was to reach out to the TG through a more involving medium with a greater shelf life. Hard copy stays around more than a few seconds allowing the gathering of information at a leisurely pace when and wherever it's convenient for the customer," he said.

The creative idea behind the campaign has been to really illustrate the experiential value-addition that the customers are receiving. "The campaign had to capture the aspirational value of the Moto Razr V3 along with the exclusive luxury aspect of Razr Express Service," he said.

The ad campaign has been based more on the emotional appeal of the service and less on the functional value. The exclusivity and the luxury element of a five-star hotel specially in Corporate/Club Lounge floors of the hotel wherein a personal valet service is complimentary with the rooms is what has been displayed through the visuals (the white gloved hands and the silver platter). Visual element is the major component of this ad campaign.

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