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Marketer: Motorola Agencies: Ogilvy & Mather and MindShare

Motorola does a Christo-like wrap at its own Beijing headquarters to raise profile of upscale cellphone

[Beijing] Motorola has wrapped its own headquarters in Beijing with that city's largest-ever outdoor ad, a poster 13 stories tall for its upscale PEBL U6 model, to boost its reputation as an innovator.

"Motorola recently rolled out the global advertising campaign in China and northeast Asia to capitalize on the worldwide demand for our handsets, including the PEBL U6," said Ian Chapman-Banks, Motorola's Beijing-based general manager-marketing and business development, mobile devices for North Asia. "The culmination has been the wrapping of the Motorola headquarters building in Beijing with one of the largest advertising images ever seen in China."

The PEBL U6 campaign was created by Ogilvy & Mather, with media buying by WPP Group sibling MindShare. Ads running in China and elsewhere in Asia include print, outdoor and a TV spot showing a meteor falling to Earth and becoming polished through the decades into a smooth pebble, symbolizing the PEBL U6 handset's simplicity and rounded shape.

Over the past year, Motorola has intensified marketing for its hippest phones in China, its largest market outside the U.S., starting with the Razr as a strategy to regain credibility among trendsetters. Although Motorola had more than half of China's mobile-phone sales just five years ago, its market share has dropped below Nokia in recent years, reaching low double digits in 2005.

That's dire for Motorola, now dependent on the mainland for about one-third of its global handset sales. The falloff is largely due to the rise of China Mobile, the world's largest mobile phone service provider with more than 240 million of China's 375 million subscribers, according to China's Ministry of Information.

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