Motorola plots assault on smartphone market

Motorola: aims to grow its share of smartphone market
Motorola: aims to grow its share of smartphone market

Motorola is stepping up its efforts to win share of the growing smartphone market with its first TV ad campaign of the year.

The push, by Ogilvy & Mather, will promote Motorola’s Defy smartphone. It will focus on its "life-proof" features, such as being dust-proof, shock-proof and water-resistant.

The ad, shot by award-winning director Carl Erik-Rinsch, will screen in cinemas from this Friday and on TV a week later. It seeks to convey that while a smartphone is an essential item on a night out, it can lead to the device becoming damaged.

Motorola is also running five print ads, with outdoor and online activity set to follow. The straplines for the campaign include "Are you ready to be pool party proof?" and "Are you ready to be dancefloor proof?".

Andrew Morley, Motorola’s vice-president of marketing for Europe, Middle East, Africa, Russia and Asia, said the ads aim to position the Defy smartphone as unique in the marketplace, given the ease with which many devices can be damaged.

He said: "It is a high-end device that is beautiful on the inside, but tough on the outside."

Morley said the run-up to Christmas is a significant time for smartphone sales, adding that he wants the push to help Motorola grow its share of the market and position the brand alongside Apple.

Motorola will launch Defy in the UK before it rolls out the campaign to other regions. The device runs on the Google Android 2.1 operating system.

Elsewhere, as part of its efforts to strengthen its position in the smartphone market, Motorola will sponsor the next series of Living TV’s 'Britain's Next Top Model', promoting its Flipout device through a series of idents.

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