MOTOROLA CONSUMER ELETRONICS SHOW 2011 by THE GEORGE P. JOHNSON COMPANY for Motorola

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MOTOROLA CONSUMER ELETRONICS SHOW 2011

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market United States
Agency THE GEORGE P. JOHNSON COMPANY
Executive Creative Director Chuck Bajnai
Creative Director Paul Wang
Released January 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: MOTOROLA
Product/Service: MOTOROLA MOBILITY
Agency: GEORGE P. JOHNSON
Date of First Appearance: Jan 4 2011
Entrant Company: GEORGE P. JOHNSON, Boston, USA
Executive Creative Director: Chuck Bajnai (George P. Johnson)
Senior Designer: Rick Carter (George P. Johnson)
Senior Graphic Designer: Chris Lusk (George P. Johnson)
Project Designer: Cassie Clark (George P. Johnson)
Creative Director: Paul Wang (Motorola)
Design Director: Kristian Espinosa (Motorola)
Senior Designer/Global Brand Design: Mike Dornseif (Motorola)
Partner: (United Visual Artist (UK))
Partner: (Mindfield Pictures)
Media placement: Tradeshow - CES 2011 - 4 January 2011

Describe the brief from the client
Motorola’s split into two companies prompted the need for a brand refresh and re-positioning of its consumer-facing entity, Motorola Mobility.

It’s presence at the 2011 Consumer Electronics Show (CES) would mark the debut of consumer facing Motorola Mobility as well as the introduction of their Xoom and Atrix products.

To celebrate, Motorola wanted to make a splash with a show stopping, high energy and technologically innovative environment that would drive enthusiasm for their products and position the Mobility brand as a game changer.

Describe the challenges and key objectives
The challenges to driving engagement included the number of brands competing for the attention of the 140,000 consumers, media and analysts in attendance. Attendees’ ability to focus long enough to take in the experience and explore the products on display was compromised given the numerous distractions on the show floor.

Key objectives for the space included creating interest for and context around each product offering with bold messaging and imagery that not only drove foot traffic but kept it with interactive storytelling and relevant product stories highlighting the capabilities of Motorola’s product suite at home, work and on the go.

Describe how you arrived at the final design
A multimedia rave in a box, the 8,800 square foot physical structure echoed Motorola’s brand ethos by fusing technology with human behaviour. Nearly completely blanketed in motion graphics, the space featured motion graphics, video towers playing customer testimonials and transparent LED media walls that served as both digital canvases and space dividers.

Inspired by the compartmentalised layout of a museum environment, the exhibit housed each product in its own gallery to better showcase its distinctions among the other offerings on display. Dividing the space into product vignettes also helped to focus visitor attention to encourage active engagement.

Give some indication of how successful the outcome was in the market
In addition to engaging thousands of potential customers directly, Motorola’s environment and product promotion impressed the media thereby extending the reach of their CES initiatives. Bolstered by the debut of the Motorola Mobility brand and Best of Show, Best Smart Phone and Best Overall Product accolades bestowed by the CES community, Moto’s CES presence resulted in unprecedented media acclaim for the brand and high profile coverage of its CES show environment.