Lenovo-owned Motorola Mobility launched a smart and sassy phone marketing campaign to encourage smartphone buyers to think past the iPhone, by focusing on the fact that Apple's new iPhones usually feature very minor and incremental improvements rather than the big upgrades that Lenovo believes customers prefer.
The ad includes a number of newspaper, magazine and television ads that are designed to drive home the message. One of the best examples is a video that exposes Apple loyalists' supposed delusion by duping focus group attendants into praising devices that they thought were iPhones but were actually Moto Z and Moto Mod devices.
The campaign's name was clearly conceived to refer to the iPhone 7 and was timed to release on the eve of the iPhone 7's release, an excellent example of timing of a marketing campaign being perfected to increase context and impact.
What Makes This Trend Stand Out
- Anti-iphone Marketing
- Marketing campaigns designed to encourage smartphone buyers to think past the iPhone by exposing minor upgrades and praising big upgrades
- Product Duping Campaigns
- Smart and sassy marketing campaigns that shine a light on customer loyalty and the power of perceived branding
- Timing-perfected Marketing Campaigns
- Marketing campaigns launched at the right time to increase their impact and the context in which they are perceived
Sectors Adopting This
- Smartphone Manufacturing
- Innovative rebranding and marketing campaigns that encourage consumers to think past brand names and focus on product features
- Marketing/advertising
- The use of smart and sassy marketing campaigns to expose the power of perceived branding and customer loyalty
- Consumer Electronics
- Product duping campaigns that shine a light on the power of branding, marketing, and the perception of a product's features and benefits
