Ogilvy PR’s technology and business to business public relations agency, Howorth Communications, has a long-standing relationship with Motorola and hosted an event earlier in the year, focusing on Motorola’s re-entry to the Australian market following a quiet period. To continue this momentum, Howorth was briefed to host another event to launch its newest smartphone and hero device, the DEFY.
The DEFY is built on the Android 2.1 operating system and the handset is water, dust and scratch resistant, making it the ultimate ‘summer-proof’ phone. It also features MOTOBLUR which allows users to sync all their contacts, messages and social media applications to their 3.7” screen.
As such, Motorola was targeting a young and active audience – consumers who want a phone that can keep up with their life but that also comes with all the features of an Android smartphone. The launch event had to serve a dual purpose – to educate media on the phone but also reflect the summer-proof and fun nature of the phone.
The Motorola DEFY event was hosted at the Ivy Penthouse, known for its exclusive and young energetic vibe. Ambassador of the DEFY handset and Pro skater Corbin Harris guest presented at the event, demonstratedwhy the DEFY is perfect for him and his lifestyle, even stating “It is so tough, I can’t even break it when it drops from my pocket“.
The public relations event consisted of two sessions, the first a private briefing session to all tier one, business, TV, lifestyle consumer and trade media hosted by Motorola and Telstra spokespeople, followed by a party, which was attended by a number of celebrities and social pages media.
The first session attracted 37 attendees from key media including; Sky Business News, Sydney Telegraph, Sydney Morning Herald, T3, Women’s Health, Cleo, Channel 9, Herald Sun, CNet, 2GB, Madison and Sun Herald S.
The second session attracted 30 key celebrities including; April Rose Pengilly, Alex Needs, Lincoln Lewis, Rhianna Fish and Roxy Jacenko. Also in attendance were seven snappers and twelve prominent social pages media.
The event was covered across a range of platforms.
Twitter activity was also significant with a peak in conversation which can be attributed to event use and encouragement of the #defy hashtag, including tweets from key celebrities April Rose Pengilly and Roxy Jacenko.
After several years losing market share in Australia, public relations agency Howorth successfully orchestrated Motorola’s comeback, with the launch of its new range of Android powered smart-phone devices. Howorth’s objectives? Simple – create mass-market interest across consumer and technology media, reaching out to consumers looking for a new smart-phone.
Differentiating a phone from the pack can be difficult, but Motorola’s new Android range of smart-phones held one key ingredient , MOTOBLUR – the first mobile experience to deliver your social life straight to your mobile phone, streaming conversations, friends and widgets right into your handset to provide a never-ending flow of updates.
We understood that the media would need to try out the phone themselves to get the full effect of the MOTOBLUR package, so they could appreciate first-hand how it could link their lives via the web. As a result, Howorth’s public relations strategy was designed to ensure media had maximum exposure to the MOTOBLUR experience – from one-on-one demos and the opportunity to take handsets for review, to a fully immersive and interactive launch.
Creative idea, relentless execution
Rebuilding a brand and restoring consumer confidence is no small feat. Public relations agency Howorth held 12 one to one briefings and handset demonstrations in the lead-up to the event, with outlets handpicked to ensure a wide depth of coverage on launch day. Media were enticed to explore MOTOBLUR before its official launch included the Daily Telegraph, Sydney Morning Herald, Channel 7, Channel 9, T3, Grazia and Women’s Health.
The focus then switched to the event itself. Taking over the Cargo Hall at the Overseas Passenger Terminal, MOTOBLUR’s features were unveiled through stunning visuals presented on a mammoth concave screen: embracing our presenters to showcase social streaming as life in motion, a network surrounding us in all that we do.
On the day of launch, Motorola and Optus spokespeople conducted one to one media briefings at the event with key influencers The Australian, iTNews and iTWire.
These interviews, plus our strategic warm-up prior to the event, generated more than 100 pieces of coverage across metropolitan, consumer, technology and business media (print, broadcast and online). Highlights to date include a demonstration on Channel 9’s Today show, the front page of Australian T3, and pick-up across a range of specialist outlets like Gizmodo, ITnews.com.au, Good Gear Guide, Zoo Weekly, Smarthouse, iTWire.com.au, CNET Australia and GadgetGuy.com.au.