RAZR2 (MOTOROLA)
Task
Develop a global product brand platform and launch campaign for the RAZR2, the successor to the uber-popular RAZR series. The RAZR2 was the thinnest phone available at the time and while slightly wider than its predecessor the drastically improved speed, picture quality, multimedia capabilities and other features made it a “Sharper than ever” RAZR and a much more versatile phone than the original version. Given its new features, shape and (RAZR) brand heritage we positioned it as the must-have tool for urban ninjas.
Components
RAZR2 Brand Development, Global Ad Campaign (TV & Print)
We developed a second commercial focused on an artistic interpretation of the experiences and new performance benefits of the RAZR2. The commercial ran in outlier markets where the Ninjas campaign couldn’t run.
Utilizing Motorola’s brand ambassadors David Beckham and Fergie to support our RAZR2 brand campaign we developed and executed a couple of special print ads within the “Sharper than ever” framework.
