Net access device extends Motorola's consumer push

Elkin, Tobi
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, p6
Trade Publication
This article focuses on the launch of a mobile Internet access device by Motorola Inc. during ABC network's March 26, 2000 Academy Awards broadcast through its Web W/O Wires campaign from McCann-Erickson Worldwide in New York City. The spot follows the company's Super Bowl appearance when it debuted two well-received spots, one for a two-way radio and the other for a Web-browsing phone. Motorola executives remained coy about the Oscar spot, but the 60-second advertisement is said to involve the creation of a totally digital person. The company worked with Titanic film director James Cameron's Digital Domain to produce it. As a tie-in to the Oscar advertisement, Motorola will arrange for consumers to sample the product by visiting a dedicated Web site. Extensive Internet marketing activities are planned. Motorola recently opened design centers in Milan, Italy and Tokyo, Japan to focus on developing distinctive products that will help differentiate the brand in the marketplace. Motorola, like its rivals Nokia Corp. and Ericsson Inc., is partnering with content providers to develop mobile commerce and data delivery via wireless handsets and other devices. The company has nearly 20 partners such as Amazon.com Inc. and Yahoo! Inc., and expects that number to grow to more than 100 in the next year or two.


Related Articles

  • South East Asia: MRM Worldwide to take over Insentive Media.  // Media: Asia's Media & Marketing Newspaper;9/21/2007, p45 

    The article reports that McCann-Erickson Worldgroup is likely to take over independent Web marketing agency Insentiv Media to bolster its web marketing and development capabilities in Japan.

  • Motorola Embarks on Creative Branding Search. Baar, Aaron // Adweek Midwest Edition;07/24/2000, Vol. 41 Issue 30, p4 

    Reports that the three roster shops of Motorola were briefed on a creative branding project in July 2000 that could lead to an account consolidation. Contenders for the advertising account; Amount spent by Motorola on advertising in 1999; Information on McCann-Erickson's advertising work for...

  • O&M Worldwide picks up $400m Motorola brief. Day, Julia // Marketing Week;9/21/2000, Vol. 23 Issue 34, p10 

    Reports that Ogilvy & Mather Worldwide has taken Motorola Inc.'s consolidated global advertising from fellow Motorola roster agencies McCann-Erickson Worldwide and Leo Burnett Co. Global media audit being carried out by Motorola; McCann's management of the company's personal communications...

  • McCanns pushes new Motorola mobile in UK. Cowen, Matthew // Campaign;07/07/2000, Issue 27, p8 

    Details the advertising campaign launched by McCann-Erickson London for Motorola's v.2288 mobile phone targeting the youth market in Great Britain. Media used in the campaign; Objectives of the campaign.

  • Motorola, `Wireless'.  // Advertising Age's Creativity;Jul/Aug2000, Vol. 8 Issue 6, p26 

    Evaluates the 'Wireless' advertising campaign created for Motorola Inc. by McCann-Erickson Singapore. Absence of any significant story line of the campaign.

  • News.  // Marketing Week;10/14/1999, Vol. 22 Issue 37, p6 

    Reports on the television advertisements by McCann-Erickson London for Motorola Inc.'s mobile phones v3688 and Timeport. Description of the commercials.

  • A high wire act untangles the web. Woodward // SHOOT;11/19/99, Vol. 40 Issue 46, p14 

    Features the advertising campaign created by McCann-Erickson for Motorola wireless services. Digital effects and compositing by Sight Effects; Theme of the campaign; Music; Sound design.

  • Push My Buttons. Lippert, Barbara // Adweek Midwest Edition;06/28/99, Vol. 40 Issue 26, p32 

    Evaluates two advertisements for Motorola Inc. and MovieFone Inc. from the agency, McCann-Erickson. Features of the commercials.

  • Motorola to review its $100m global account. Newland, Francesca // Campaign;07/21/2000, Issue 29, p5 

    Reports on telecommunication equipment manufacturer Motorola Inc.'s review of its global advertising account, which is being held by McCann-Erickson. Amount spent by Motorola on advertising in Great Britain in 1999; Previous branding campaigns for Motorola.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics