MEDIA PACKAGE

Award:
Silver - 2006
SCA Summit Creative Award Winner

CHALLENGE

Motorola, the foremost provider of innovative mobile handsets and accessories, required an exceptional media kit to showcase their holiday product lineup. TWG was tasked with developing a package that would captivate the media and help generate media exposure. The goal of the effort being to excite channel partners and drive consumer demand during the busiest of all shopping seasons.

INSIGHT AND KEY CONSIDERATIONS

In an increasingly competitive wireless handset and accessories market, it’s crucial to differentiate yourself as more than “just another cell phone maker,” and provide more than “just another list of mobile phones.” While many manufacturers would be offering new products for the holiday shopping season, Motorola had the very best. In order to drive retail sales and assist channel marketing it would be critical for the media to understand Motorola had the best offering.

IMPLEMENTATION

To achieve the desired media impact TWG designed an imaginative presentation with a musical theme. Packaged in a record album case, the kits included a printed faux album and CD-ROM with electronic media kit. They also contained product information inserts promoting Motorola’s top holiday mobile phone offerings; each with tongue-in-cheek song titles such as “Funky, Cold Bluetooth Accessories.”

RESULTS

The Moto Hit Mix was a hit in itself. It helped drive widespread media exposure for Motorola’s coolest products and kept those products right at the top of everyone’s wish list.