Print ads targeted at vertical markets are running in publications including Chain Store Age, InformationWeek, IndustryWeek, Logistics Management and Mobile Enterprise.
The ads set up critical moments faced in each market and show how Motorola Solutions can help people rise to the moment.
For example, an ad aimed at the public safety sector shows a deserted street with copy reading, “In a few seconds, a stolen vehicle will be turning down this street, the driver will be identified as an armed fugitive wanted in three states and backup units will be on the way. Your moment is coming. Are you prepared to rise?”
An ad aimed at the retail industry shows the outside of a store at dawn, with copy reading, “In under an hour, Black Friday will dawn and the mad rush will begin. ...Your moment is coming. Are you prepared to rise?” The ads all feature a large digital clock counting down the seconds until the critical moment arrives.
Online ads are running on companion sites to the print publications, as well as on other vertical industry sites.
All the ads drive users to the new Motorola Solutions website, which features a landing page for each “Moment” scenario. The landing pages go deeper into each scenario and show how Motorola can help solve the problem at hand.
For example, a scenario for Motorola's Transportation Management Solutions shows a ship that has been delayed and sets up the critical moment involving rerouting trucks and getting the cargo to the destination on time, using Motorola voice, data and video products.
The website also features a video from Motorola Solutions CEO Greg Brown announcing the new company, a channel partner area and product information.
Motorola Solutions is also using interactive features such as live chat to connect with customers on its website.
The campaign, which first debuted in the U.S., will also be rolled out to international markets.