2020/2021 Winners & Shortlists

Background

With the global pandemic looming, the country going into a lockdown and public gatherings being strictly limited, we were faced with the unique challenge of creating an iconic launch for the return of the Motorola Razr in the UAE after 14 years of absence. It was making a comeback in 2020 with an exclusive UAE launch to target both the older generation who remember the good old days of Motorola and more importantly a new generation of UAE smartphone users who had not necessarily been exposed to the brand in the past. With its reimagined, sleek and modern design; the Razr deserved a launch that would make it stand out from all of its competitors.

Describe the strategy

Our strategy was based on 3 pillars: 1. Audience: We decided to use state of the art technology in order to grasp the interest and attention of the Tech Centric millennials that we are trying to target with the Motorola Razr, a product that houses the latest technology 2. Luxury: Because of the luxurious image and price point of this product, we needed to do our ME launch through a big stunt in the city most known for extravagances, and create a regionally relevant video that can be promoted everywhere 3. Pandemic: To create a launch event that people cannot physically attend (due to quarantine requirements) we decided to make our event in the Dubai Sky and bring it to people through social media coverage

Describe the execution

We used 150 synchronized drones to showcase the Motorola Razr in the Dubai sky. The synchronized drones moved into numerous formations showing the device, mimicking its flip functionality, displaying our product name, messaging, and brand logo. The drone show was the perfect platform to emphasize the sleek and modern design of the Razr and created a launch that made it stand out from competitors such as Samsung and iPhone in an extremely cluttered social media landscape. The full drone show was then edited into a 1-minute highlight, and posted across Facebook, Instagram, Twitter, Snapchat and YouTube to reach inside people’s houses giving the campaign the visibility it deserved and our audience a visual spectacle like they’ve never seen before.

List the results

This unique campaign was able to reach 2.1 million people across the UAE with a total of 11.7 million impressions. It garnered 776k video views and over 5000 engagements.