Ogilvy RedCard launches new Motorola DEXT

Ogilvy RedCard Singapore is behind a major new campaign for Motorola.

Tom Satchwell, Motorola’s Director of Marketing said, “In launching the Motorola DEXT with MOTOBLUR, we needed something fresh, new and which would cut-through the Singapore ad clutter. Ogilvy RedCard came as a natural choice for us – they understand the consumer psyche and knew how to perfectly pitch the unique Motorola offering.”

Targeting young adults, the main attraction of the Motorola DEXT isMotorola’s proprietary MOTOBLUR social networking platform. With asingle login, it integrates all the different social networking sites -Facebook, Twitter, Last.FM etc. – into one application where all statusupdates are pushed to the user automatically. Based on its connectivityand interactivity, Ogilvy RedCard came up with the campaign positioningof the Motorola DEXT as a gadget that keeps consumers at the forefrontof what’s happening.

With that in mind, the team conceptualized a motto that runs across allcampaign materials: “Everything else is anti-social”. The executionsfeature edgy graffiti-styled visuals and snappy copy resembling whatconsumers would use in their status updates or tweets, tailored to themedia placements.

Greg Rawson, Copywriter, Ogilvy RedCard,said “We wanted to communicate the immediacy of the DEXT’s features; toshow people that with DEXT, their friends’ thoughts and updates canreach them anytime, anywhere. Graffiti, being the language of thestreets, was the perfect medium through which to express thosethoughts. It’s usually spontaneous and often emotive, just likepeoples’ updates on social sites.”

To reach out to the targetaudience, the Peddler’s Walk underpass at Clarke Quay has beentransformed into a graffiti space that mimics live tweets or statusupdates that are relevant to the location. Some examples of the tweetsinclude “The crowds are driving me nuts”, “Dean has beer envy” and “Myfeet are killing me. 5 minutes ago.”

Other executions includea website, where “live” tweets pop up on the screen as the user viewsthe Motorola DEXT ad; press ads running in Digital Life, Stuff, Juice,IS and The New Paper; as well as a cover wrap of the March issue ofJuice.

Credits – CD: Eric Yeo. Copywriter: Greg Rawson. Art Directors: ElynWong, Sean Soo. Planners: Hui Wen Tow. Production House: OgilvyRedWorks. Account servicing: Edna Zhang, Magali Jaumol, Colin Wan.