Moto X
Interactive Print
An award-winning stunt for Motorola — A Google Company.
Background
In 2011 Google bought Motorola Mobility. In 2012 they launched their first flagship phone, Moto X with the campaign "Designed by You. Assembled in the USA."
Motorola wanted to extend the Moto X premise of true customization into the print medium and provide an engaging experience for WIRED’s highly connected subscribers. The ad also needed to demonstrate Motorola’s innovative approach to marketing in a very crowded, competitive mobile category. It had to provide tangible evidence of the Motorola brand’s commitment to allowing our end users to express themselves in unique, highly personal ways.
IDEA
Moto X – Interactive Print
An an unlike any other, created with the use of paper-thin components (including a battery, LEDs and a keyboard-like button membrane) to deliver a premium print experience that allows you to change the color of the Moto X device with the touch of a button.
““Maybe print really isn’t dead.””
Results
137k
Print Ad Distribution:
72M+
Earned Media Impressions
1M+
Organic Video Views
The Team
Client - Motorola
Agency: Digitas / (SapientRazorfish_)
GCD - Mike Frank
Producer - AJ Karim
AD/CW - Chris Kitahara & David Cook