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OgilvyOne Viewpoint #11 - Moto gets into the groove
Chris Reitermann, WPP Atticus Awards, Highly Commended, 2008, pp. 24-27
In this case study, Chris Reitermann asks how Motorola got its mojo back. The answer: by successfully capturing the attention and imagination of China's youth through the unifying force of music.
In this case study, Chris Reitermann asks how Motorola got its mojo back. The answer: by successfully capturing the attention and imagination of China's youth through the unifying force of music. Motorola ventured into the music distribution business, allowing users to legally download music direct to their mobile phones. It keeps looking for new ways to build on this success, including partnering with pop artist Jay Chow.
BBC 1Xtra - Tracks not Trainers
Olly Taylor, Account Planning Group - (UK), Highly Commended, Creative Planning Awards 2003
2002 campaign to launch BBC1Xtra, a new national digital radio station devoted to the UK black music scene.
2002 campaign to launch BBC1Xtra, a new national digital radio station devoted to the UK black music scene. There was an obvious underserved youth audience. After investigation it became clear that simply to show that one `understood' the audience would not be enough, without showcasing the very strong product. Keys to planning were 1) to make the music and its variety central, in the way the audience consumed it, 2) to recognise the social function of this music, 3) to give creatives an audio briefing. TV and poster executions illustrated; railing boards with the label `Streetmusic' were used at the Notting Hill carnival. This name was later substituted for `black music' by the station to describe this mainstream genre. Highly commended, APG 2003.
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