Smartphones have been continuously driving human social behaviour. The propensity for capturing moments of life with your phone camera and the ease of sharing them instantly with your social connections, have all factored into brands finding creative ways to engage with their users. Phone makers are having it all the more easy.
Taking on from the success of the week-long Motography campaign on the back of the Moto E launch, Motorola India launched an extended version of the idea in the run-up to Indian Independence Day on August 15, 2014. This time, the photography contest is a month-long one with four weekly themes.
Nurturing a natural curiosity about India, Motography challenges the Moto user to discover India on their own terms under #FoodOfIndia, #BeautyOfIndia, #CultureOfIndia and #IndianTricolor. The current theme is #IndianTricolor, in resonance of the upcoming Indian Independence Day.
Designed and executed by Zeno Group India, the contest is hosted on the Motorola India Twitter page. Participants need to follow the Twitter handle and post a picture based on the theme, using the theme hashtag and #Motography. Two winners each week will receive a Moto E handset!
— Motorola India (@MotorolaIndia) August 5, 2014
— ESHA (@stopthestart) July 30, 2014
— vks24 ( touristor ) (@VIKAS_24) July 28, 2014
The photography contest has also been promoted on the Motorola India Facebook page with over a 6.7 million strong fan base.
Bonding with Moto G owners
Motorola seems to be slated for a localized comeback in the country. After having shut down operations in 2012, the Google-owned phone maker, now bought by Lenovo, re-entered India in late 2013 with the Moto X and the Moto E. It even slashed its prices for Moto G with 8 GB priced at Rs. 10,499, and 16 GB priced at Rs. 11,999. As a result of increased Moto G sales, Motorola has found itself in the list of top five smartphone vendors in India, one of the world’s fastest-growing smartphone markets.
As per handset sales tracker Canalys, Motorola is the fourth largest smartphone seller in India for the April-June quarter in 2014. The US-based company shipped 955,650 smartphones in the three-month period, compared with 633,720 for Nokia.
Parallely, India is poised for a massive smartphone enabled growth. As per an IDC research, smartphone sales in India are expected to reach 80.57 million units by the end of this year. With new players entering India, the space has gotten very competitive. Which makes it even more vital to build brand affinity and engage with the forever-online youth of the country.
#Motography paves the path for the handset company to engage with its Indian consumers and also grow its Twitter followers. The thematic photography contest further adds to its India celebration, given the rise in Q2 sales in the country. The campaign is also well timed with the India theme coinciding with Independence Day.
India-centric consumer engagement campaigns like Motography and competitive pricing will ensure Motorola a good third quarter too!