Motorola Digital, Case study Drop Sales by VML New York

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Drop Sales

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Industry Mobile phones, devices & accessories
Media Digital, Interactive & Mobile, Case study
Market United States
Agency VML New York
Creative Group Head Josh Mcguire
Chief Creative Officer Mike Wente, Debbi Vandeven
Creative Director Harsh Kapadia
Art Director Harsh Kapadia, Josh Mcguire
Senior Art Director Raihana Halim
Senior Copywriter Justine Cotter
Released June 2016

Awards

Cannes Lions 2017
Promo And Activation Sectors: Durable Consumer Goods Bronze Lion

Credits & Description

Title: Drop Sales
Agency: Vml
Brand: Motorola Mobility
Country: USA
Entrant Company: Vml, New York
Advertising Agency: Vml, New York
Media Agency: Titel Media, New York
Production Company: Vml, New York
Global Chief Creative Officer: Debbi Vandeven (Vml)
North American Chief Creative Officer: Mike Wente (Vml)
Managing Director, Creative Technology: Craig Elimeliah (Vml)
Senior Copywriter: Justine Cotter (Vml)
Senior Art Director: Raihana Halim (Vml)
Senior Development Engineer: Josh Wolf (Vml)
Account Supervisor: Ashley Pryor (Vml)
Senior Planner: Tarini Shrikhande (Vml)
Art Director: Harsh Kapadia (Vml)
Art Director: Josh Mcguire (Vml)
North America Digital Engagement Consumer Lead: Jenna Rice (Motorola Mobility)
Senior Director / Head Of North America Marketing: Barbara Liss (Motorola Mobility)
Launch date: June 2016

Relevancy:
Drop Sales was designed to talk to potential consumers with a direct call to action to challenge them to drop their phones to get access to something they were looking for. It was a one-to-one experience between the consumer and the brand that truly showed the benefit of owning a shatterproof screen. As an activation, it got the consumer thinking about the need for a shatterproof screen.
Outcome:
• 21 percent of people who visited the page dared to drop their phones to unlock the collection• 41 percent of people who unlocked the collection clicked through to purchase• Drop Sales left 79 percent of visitors too scared to risk a shattered screen
Synopsis:
In the U.S. alone, more than $4.8 million was spent replacing cracked smartphone screens over the past two years. So it’s not surprising that people are terrified to drop their phones. But with the DROID Turbo
the world’s first shatterproof screen, dropping your phone isn’t a big deal. As the world’s first smartphone with a shatterproof screen, the DROID Turbo 2 from Motorola is also the first phone you don’t have to worry about dropping. So to introduce the shatterproof screen, we wanted to show people that dropping your phone is no longer a big deal. And it can actually save you big.
Execution:
We created a limited-edition collection that would appeal to the style seekers in the What Drops Now audience in partnership with WhatDropsNow.com and locked the collection. The only way to unlock the collection was to drop your phone. While the activation worked across all phones, we wanted to let owners of the DROID Turbo 2 enjoy the benefits of a shatterproof display and leave non-DROID Turbo 2 owners wondering whether to shatter their screens to unlock the sale. The way we achieved this on the publisher’s site was within the partnership: We convinced What Drops Now to let us modify their code to allow the accelerometer to detect when a phone is dropped, triggering the sale to unlock. The activation was live for three months, raising awareness of our shatterproof screen.
Campaign Description:
We showed people just how much they needed the first phone with a shatterproof screen by tempting them to drop their phones and sacrifice their screens for cool stuff. We partnered with popular tastemaker retailer WhatDropsNow.com to create Drop Sales, a special curated collection of limited-edition products that could only be unlocked by dropping your phone. We convinced the publisher to modify the code on What Drops Now so that the products could only be unlocked on impact, creating an instant live product demo for every person who visited. Drop Sales was live on all handsets, but without the shatterproof screen of the DROID Turbo
you’d pay the extra price of a shattered screen.
Strategy:
We wanted to talk to 23- to 30-year-olds who were already actively seeking out the latest trends on WhatDropsNow.com. By staying native within the platform and displaying our collection just as any other What Drops Now collection, we appealed to the site’s audience. There was just one difference: To unlock the items in our Drop Sales collection, you needed to drop your phone. As a result, our audience was left wondering if they should sacrifice their phone, and also realizing it’s time to switch to shatterproof. With more than 52 percent of people worldwide having experienced a shattered screen before, we knew that for those who didn’t have a DROID Turbo
it would be a tough choice.