How Mindshare got Moto Z into the consumers’ consideration for Motorola using #SkipTheSevens

Case study by Mindshare for Motorola aimed to bring Moto Z into the consumers’ consideration. submitted under the category: 'Best Use of Social Network' for LI Digital Awards 2017

Moto #SliptheSevens

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

Getting Moto Z into the consumers’ consideration.

Identified Objectives

To make the fence sitters delay their purchase decision of the newest handset and get Moto Z into the consumers’ consideration.

The Strategy/Execution

To kick off the campaign, Moto cheekily targeted the day their key competitor was launching their 7th edition smartphone. To take a dig at this purportedly next “innovative” offering from the competitor, which was just an upgrade really rather than an innovation; Moto decided to use the opportunity to showcase the real innovation and get the fans and followers to delay their purchase decision, telling them it’s worth the wait.

Through a Promoted trend on Twitter, Moto stole the thunder competition on their launch day. First View video with Conversational Card was used to establish the fact that the smartest smartphone, Moto Z is different and the thinnest smartphone.

Results

  • This campaign delivered video view rates of 38% and Engagement rates of 6.5% (Higher than best-in-class benchmarks)
  • Moto gained more than 20% market share in the premium smartphone segments.
  • The media latched on to Moto Z:
    • 432 articles
    • 150+ hands on / first impression reviews
    • 17 broadcast coverages

Here’s the case study video: