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Sassy Smartphone Campaigns

Lenovo's Phone Marketing Campaign Urges Customers to Pass On the iPhone

— September 16, 2016 — Tech
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.
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