Agency: Ogilvy

Objectives

The smartphone just turned 10 years old. It has enriched our lives in many ways. Yet while the smartphone can bring us closer to those who are far away, it sometimes separates us from those who are right in front of us.

People are beginning to talk about it. In fact, according to a Deloitte survey, 72% of 18 to 24-year-olds reported they "definitely" or "probably" use their phones too much.

None of the major smartphone brands were addressing the issues that smartphone proliferation has created. They continue to tout features, capabilities and scenarios where their smartphones can be used more and more.

This presented a clear opportunity for Motorola - the company that invented the cell phone - to counter category norms and stand out from the competition. Maybe it's time a phone company thought about the people that use its phones. Maybe it's time for a little phone life balance.

Strategy