Objectives
- Create positive and credible brand awareness for Motorola
- Target youth market through relevant music activity
- Become a key brand amongst influential opinion formers
Activity
- Sponsorship of the Annual Dance Music Awards, broadcast live on Channel [V]
- Brand placement on all promotional and publicity materials and at-event branding
- National publicity campaign to support activity (partnership with inthemix.com)
- At event branding, product placement and media relations
- Branded satellite events in all capital cities
Communication
- National print campaign profiling sponsorship of awards
- National PR campaign with all relevant street, dance music and youth and mainstream media
- National promotional materials campaign
- Online promotional and editorial activity
Results
- Extremely successful cut-through achieved amongst target audience
- Brand integration live TV coverage and in PR coverage nationally
- 8,000 online entries achieved for inthemix campaign
- Hugely successful PR campaign raising awareness and credibility of awards and Motorola's support
