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| SHOW YOUR MOTO |
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| Motorola Canada was in a unique position of being one of only eight markets worldwide where the brand was outselling NOKIA. Favourable product launches and significant trade subsidies had placed Motorola product in all four national carriers line-ups. However, dynamics in the market meant that cellular manufacturer brands (Motorola, NOKIA, Samsung etc) were outspent at least twenty-to-one by carrier brands (Bell Mobility, Rogers, Telus, Fido) and manufacturers were forced to take large margin cuts to subsidize channel buy-in. Research also highlighted that many consumers were ignorant of the brand of phone they owned or believed that their phones were manufactured by the telcos themselves. |
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| For the first time in Motorola Canada history, consumer research was undertaken across English & French Canada. Western Canada was also included to tap into the large Asian population - historically, a hot bed of early adopters of cellular technology. Research was further split to capture 1) emerging youth niche markets and 2) adults in their late twenties. Consistent feedback from focus groups showed an alarming marginalization of manufacturer brands by consumers. Carriers owned the retail and billing relationship and delivered the core category benefit - delivery of voice -leaving manufacturers to compete on price and technological innovation. Neither price nor technological innovation being able to provide a sustainable long-term differentiator, it became imperative to find an area where Motorola could carve out a niche. Motorola had to add an entirely new dimension to the category and force consumers to evaluate cellular phones in a new way. The program was entitled SHOW YOUR MOTO. By elevating the importance of the physical handset, Motorola intended to develop a new consideration set in the category. Consumers brandishing Motorola phones would gain preferential and exclusive access to events and locations just by having a Motorola phone. Program partners, like HMV, would also offer exclusive discounts only to Motorola owners. By profiling buyers through an opt-in website registration, Motorola could ensure that event invitations and discount offers could be directed to the appropriate audiences, thus enhancing the personalized feeling of the program. These added "benefits" only being possible if consumers had a Motorola phone. |
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| Mass advertising for SHOW YOUR MOTO utilized the worldwide "Moto" template created by Ogilvy New York. Local adaptation required building a website for Motorola consumers and a Motorola intranet-based screensaver for Motorola Canada employees. By using SMS (Short Messaging Service) to push communication straight to the phone, Motorola was able to 1) further reinforce the physical phone's importance, 2) familiarize Canadians with SMS and 3) not alienate carrier partners whose networks would carry the SMS traffic. Event planners and concert promoters were approached to supply exclusive access to upcoming events. Finally, an internal campaign using the same communication infrastructure was proposed, allowing Motorola Canada to educate and motivate Canadian employees as well. |
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| SHOW YOUR MOTO was never executed in Canada due to significant budget reductions. Ogilvy offices in Hong Kong, Paris and Johannesburg have also pitched the concept to their local clients. As of Q3 2001, no Motorola client has decided to implement this program. |
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