On Jan. 4, Motorola Inc. split into two companies—Motorola Solutions, which provides communications products and services to enterprise and government markets, and Motorola Mobility, which provides mobile phones and accessories for consumers.
BBDO New York created the “Rise” campaign, which includes print and online. Design Kitchen, Chicago, developed the new website at www.motorolasolutions.com. The budget was undisclosed.
“The campaign is based on our brand promise—we innovate to mobilize and connect people in the moments that matter,” said Eduardo Conrado, senior VP-CMO at Motorola Solutions.
A centerpiece of the campaign is a brand video, produced by BBDO New York, that shows scenarios of public safety workers, retailers, industrial workers and transportation professionals in critical moments, such as fighting fires or responding to crimes.
“The video is our manifesto brought to life—people all over the world can rise to whatever the moment brings,” Conrado said.
The video is available on Motorola's website and is being used at events, internally and in customer meetings to showcase the new brand.
Print ads aimed 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 by each of these industries and show how Motorola Solutions can help people rise to the moment.
For example, an ad aimed at the public safety industry 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 targeted 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 of the ads drive users to the new Motorola Solutions website, which features more in-depth information about how Motorola can solve problems for specific industries.