Motorola Mobility teamed up with 50,000feet for the Latin American launch of the company’s innovative, new smartphone—Moto Maxx. Tasked with developing a creative strategy that would support the global launch across markets, platforms and channels, 50,000feet crafted the campaign to focus on the fast-paced, action-packed lifestyle of Motorola Mobility’s target consumer—an upwardly mobile segment who places importance on performance, style and value.
The introductory campaign includes broadcast spots that aired throughout Latin America. The premier spot features two days in the life of a Moto Maxx consumer, highlighting the product’s differentiating features—a 48-hour battery life and 15-minute turbo charge that yields another eight hours of use. The ads also showcase Moto Maxx’s exterior, designed with premium ballistic nylon—also an industry first. To bring the product to life, 50,000feet introduced a more personal side to the story by connecting the powerful features of Moto Maxx with the ambitions and interests of the audience, concepting the campaign not only to follow two days in the life but also to comment on a modern-day way of living.
Since the campaign’s debut, the broadcast spots have been translated and adapted for North American markets, where the smartphone is marketed as Droid Turbo. 50,000feet also directed lifestyle and product photography that captures how Moto Maxx fits in with consumers’ busy schedules. Sales of the Moto Maxx have exceeded expectations since the launch of the campaign, which has extended to Mexico, Puerto Rico and Chile. Creative assets from the campaign have been incorporated and used by global product groups in cross-channel marketing and on the corporate website, helping further define the brand voice.