Motorola – Marketing Motorola in China

Tim Broadbent, Edward Bell, Anthony Wong, Weifan Zhang and Zheng Li

There are now more mobile phone users in China than the US, and the country's handset market is growing at over 20% a year.
Agency: Ogilvy & Mather Beijing                              

Motorola – Marketing Motorola in China

INTRODUCTION

This is the story of Motorola's mobile phone sales in China 2005–2007.

It is unusual for the IPA Effectiveness Awards in two ways. First, it takes place in China. China's economic growth is well known but Chinese marketing case histories are rare. Some say Chinese consumers lack the sophistication of Western consumers and marketing communications must be plain and direct, even crude. That has not been our experience. This case shows how a highly sophisticated, highly creative campaign helped transform the Motorola brand in China and sold very...

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