Campaign: The incredible only happens to those who share
Challenge:
Boost conversation and audience interest for Motorola’s entry-level smartphone.
Strategy:
- As the smartphone only had basic features, we highlighted the potential to connect with other people and “show up” to the world;
- To do that, we show what would happen to famous meme characters if their videos and photos hadn’t been shared on social networks;
- We recreated the meme movies with “behind-the-scenes footage” to show what would happen;
- We took attractions from the internet to TV, to talk about Moto E and encourage the public to send their videos to the show;
- We offered free wi-fi in the main avenue of São Paulo, with the presence of one digital influencer, so that people could film and share videos together with him.
Results:
- More than 29 million people impacted;
- 10x more engagement on social media;
- 511% increase in Motorola’s entry-level smartphone sales;
- Campaign awarded at Effie Awards and Facebook Awards.
