OgilvyOne Viewpoint #11 - Moto gets into the groove

Chris Reitermann

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.

OgilvyOne Viewpoint #11 - Moto gets into the groove

Chris Reitermann

How could Motorola get its mojo back? By successfully capturing the attention and imagination of China's youth through the unifying force of music.

MOTOROLA HAS A LONG and successful history in China, having been one of the earliest multinational companies to enter the market. As it often goes with longtime market leaders, especially in categories like handsets, which are increasingly fashion- and trend-driven, there is a risk of falling out of grace with consumers.

This story tells how Motorola found a way to succeed in an extremely competitive category...

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