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FMBX News
Posted: May 28, 2011
Motorola Atrix shown in 'Heavy Workload' commuter engagement
Ogilvy Group agencies Ogilvy & Mather and OgilvyAction have created a campaign to support the launch of the new Motorola ATRIX - self-styled as the world's most powerful smartphone that packs the power and capabilities of a PC in your pocket.
O&M has produced the TV advertising and OgilvyAction has devised digital outdoor and experiential initiatives, as well as an online ad campaign and mobile site, that all launched in the UK in mid May.
The TV ad is set in a typical airport security context: a business traveler places his ATRIX handset on the X-ray machine conveyor belt and - to the amazement of the inspecting airport staff - the scan on the X-ray screen shows a fully-formed laptop. It shows how the Motorola ATRIX is has the power of a computer inside.
OgilvyAction's 'Heavy Workload' experiential activity is targeting business commuters travelling in and out of busy London stations - including Liverpool Street, Paddington, Euston, London Bridge and Victoria - all scheduled towards the end of May. 'Heavy Workload' inspectors are approaching commuters carrying heavy laptops and place airport-style Motorola-branded 'Heavy Workload' tags on their laptop cases.
Commuters are invited to a stand offering a full Motorola ATRIX demonstration, showing how Motorola's new smartphone lightens your workload by giving you less to carry around. Stand personnel will also weigh bags and offer a shoulder massage to 'take the weight off' commuters' shoulders.
'Heavy Workload' tags and leaflets will carry information on the Motorola ATRIX as well as a text-to-win promotion that gives people the chance to win the new handset, and will act as data capture mechanic. Once the demonstration is over, commuters are directed to the nearest Orange store.
OgilvyAction's digital out-of-home campaign will include escalator panels, cross tracks and transvision panels in train stations across the capital. Creative executions will take their lead from the X-ray theme and imagery of the TV advertising.
Kate Preece, business director, Motorola at OgilvyAction, said: "The Motorola ATRIX packs the power and capabilities of a PC in your pocket. It is truly a powerful business and entertainment device that can do the job of fullsize laptops and pcs - which means you no longer have to rely on multiple (and heavy) devices. We wanted our campaign to amplify these key messages and we believe that the 'Heavy Workload' experiential activity has done that in an engaging, surprising way."
