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Client: Motorola

Agency: Ogilvy & Mather, Beijing

Motorola tailors its global Razr campaign to regain share in China, where it has fallen to 14%

Although Motorola Corp. is rolling out advertising for its stylish, ultra-thin Razr V3 phone worldwide, the campaign was tweaked for mainland China, the world's largest and most competitive cellphone market-and one of Motorola's biggest trouble spots.

Motorola desperately needs to regain popularity among young, trendy Chinese who view cellphones more as a fashion accessory and lifestyle gadget loaded with games and cameras than as a communication device. Five years ago, it controlled more than half of China's mobile-phone market. Today, its market share has dropped to about 14%.

Although Motorola still has a strong brand image among older Chinese, since 2002 it has lost ground among urban trendsetters who spend the most time using their mobile phones, both for chatting and lucrative content and data services. Those younger consumers have opted for phones made by China's market leader, Nokia, Korea's up-and-coming Samsung brand and local players like Bird and TCL.

To win back young Chinese consumers, WPP Group's Ogilvy & Mather altered the global print and outdoor ads to emphasize the V3's sexy, silvery angles against a dark background, as if it were advertising a piece of jewelry. The agency's Beijing office also changed the global "Far from flat" tag line to "Thin is beautiful."

"In many ways, [the campaign] is a statement of Motorola's journey from the very first brick-thick communication device in the 1940s to where they, and the world, are now," said Nils Andersson, Ogilvy's executive creative director, Beijing, and regional creative director for Motorola in Beijing.