How Mindshare & Motorola revived the iconic #HelloMoto by getting the world to Say Hello

Case study by Mindshare aimed to bring back the glory of Motorola's iconic tagline 'Hello Moto'activating World Hello Day. submitted under the category: 'Best Use of Social Network' for LI Digital Awards 2017

The Client

Motorola Mobility is an American consumer electronics and telecommunications company primarily manufacturers of smartphones and other mobile devices running the Android operating system. Motorola thrives on invention; on finding new ways to solve consumer need, problems & daily drives.

The Agency

Mindshare is a global media agency network, part of GroupM, which oversees the media investment management sector for WPP, a communication services group. Mindshare is the most awarded agency in India and in APAC.

Problem Statement

“Hello Moto” being most iconic & remembered tagline which Moto wanted to revive again.

Identified Objectives

Bring back the glory and re-instill brand love using ‘Hello Moto’

The Strategy/Execution

Survey showed, consumers remembered ‘Hello Moto’ however were unsure of what it stood for. Our strategy had to deliver this information in a brand voice that welcomed a wider audience.

Engagement-led approach rooted in insights, media and technology led us to activate World Hello Day. Real time brand interjections via personalized responses on social media enabled people globally to connect. In today’s world where people were losing ‘warmth’, we re-kindled compassion through a ‘Hello’.

Moto_hello_moto_conversations

Results

Moto India led this social initiative, with more than 10 countries embracing the campaign, delivering:

  • 177Mn+ Impressions & 26Mn+ Reach
  • 500k+ video views
  • 23k mentions on Twitter
  • ‘Say Hello’ was trending all day with engagement rates twice the industry benchmark
  • 335k social engagement

Observations

  • Such fluid moments drove lot of positive sentiments for the brand
  • People still remember iconic #HelloMoto
  • Other brand & influencer saw lot of relevance & fitment with our campaign on World hello day

Here’s the case study video: