Moto Z3 Integrated Launch Campaign

We had the exciting opportunity to create a 360 campaign to support the launch of the third generation of the premium Moto Z smartphone.

THE POSITIONING

The combination of Moto’s flagship smartphone + their one-of-a-kind Moto Mods creates an unmatchable premium mobile experience for less. Like all successful campaigns, we had to start with a simple, yet sticky, single-minded BIG idea that would act as the through line for all on-and-offline marketing.

THE BIG IDEA: SMARTPHONE + YOU

With so many incredible, modular features, z3 is a premium smartphone + so much more. It’s a smartphone + a projector + a camera + a speaker + a battery pack + a printer, etc. These are the features that expand your mobile experience even further… letting you build the phone that matches your interests and passions. So it really becomes a SMARTPHONE + YOU.

TVC VIDEOS

We launched the campaign with 3, 30-second TVC spots, each highlighting a different Moto Mod feature: Speaker, Battery Pack and 5G Speed. The spots show large crowds of people going about their busy days, struggling with their less-than-perfect smartphones. It feels like a sea of sameness. That is until Moto Z is introduced, bringing vivid color and excitement, into an otherwise gray mobile world. So while everyone else has just a smartphone, Moto Z is the only smartphone + personalized features that’ll connect you to a more colorful world. We also created a series of below the line videos, including in-store product demos and sizzle videos for Youtube.

SOCIAL / DIGITAL

We created a comprehensive social campaign to tease, engage and build purchase consideration amongst Moto Z’s target audience across all social channels. We used sequential messaging through all the different stages within the customer journey, from Awareness to Conversion. As a social first campaign, we created original content made specifically for our social platforms that included Facebook, Instagram and Twitter. Here are just a few examples from the social campaign:

To further express the idea of SMARTPHONE + YOU, all of our social videos highlight specific use cases and personal interests of our target audience — themes include music, movies, travel, Art & Culture and Photography.

We also created a series of below the line content, including these in-store product demo videos.