Summary

The market for mobile phone handsets in China is huge and growing fast, but in 2005, Motorola only had 13 per cent share of the Chinese market. This paper demonstrates how, by improving its brand image, Motorola was able to increase its market share. The ‘Moto Tribe’ campaign used images of challenging, confident individuals with a strong personal style that were united by their choice of phone to increase the desirability of the brand. Various media were used in communications including TV, print and music download sites. The campaign generated 15RMB for every 1RMB spent and successfully helped Motorola’s growth in China.

Judge’s comment

Faced with a market that was in a downturn, this campaign insulated the brand and increased its share of  voice. A very compelling case that was well argued and clear in relation to the scale of the task.

David Pemsel, group marketing director, ITV