The mandate of the brief was to break the norm and turn this launch experience into a never seen before experience for the fans and consumers of moto who ardently watch the launch via the live webcast of the event on YouTube, Twitter and Facebook.
Stitching in the core product messaging of ‘helloyou’ with the entire launch concept, we ensured that this entire event becomes an exemplar of creative expression just the way the new Moto G6 series is.
The first step to this unique experience began with the personalized media invites, which had the names of every media invitee 3D printed and which read as ‘hellostuti, hellorajiv, hellosulabh, etc.’ The entire launch sequence of the product was beautifully choreographed by India’s first Bollywood A Cappella band—Ragga Trippin’, who created a brilliant composition on ‘helloyou’. This sequence was performed live, interspersed with the marketing presentation by Thomas Milner, Head of Global Product Marketing, Motorola, leaving the gathered media surprised and bedazzled. Prior to that, the launch event started with the multi-talented Maniesh Paul going live on the social media from the venue, where he first gave a walk-through of the 90 years of Motorola leading up to a quick chit-chat with some very special fans of Motorola.The media launch was attended by over a 250 guests including the media, bloggers, tech reviewers, as well as Global Leaders and top management team of Motorola.
The evening also had the Motorola Annual Trade Partners’ Meet for which 800 trade partners of moto were invited from all across the country. The meet started with the business presentations, followed by a mesmerizing mirror act by Oorja unveiling the new Moto G6 and G6 Play to the attendees. The business session then led to the gala evening, which saw an amazing laughter session by the famous stand-up artist, Abhijit Ganguly, rewards and recognition honouring the outstanding work on trade by some of the trade partners. The highlight act of this evening was a stellar performance by the gorgeous model and actor – Gauhar Khan. The evening show came to end with the attendees dancing to some amazing music followed by a splendid dinner.
The first ever, ‘Moto Showtime’ was launched with 4 hours of unique and creatively different acts and interactions. It became a platform for self-expression, where some of the creative geniuses’ expressed themselves in the most innovative way. From the beautiful retelling of the Motorola history by Sand artist, Sarvam Patel, the Tech Round Table between the tech and android gurus of our country, Rajiv Makhani and Abhishek Baxi with the Global Product Marketing Head, Motorola. Also, Ragga Trippin’ s entertaining performance with their moto g6 track, Oorja Dance Troupe’s Tron dancers highlighting the need for an immersive large display, Dharavi Rocks who highlighted the speed of the products matching their rapping speed, a beautiful and soulful performance by Jasleen Royal, in all, garnered 5million trend impressions and over 80,000 views across the internet.With this Motorola became the first brand in Asia Pacific to partner with Twitter for a livestream Experience. Besides, MOTO G6 launch story became the 2nd most trending organic story on Twitter India on the day of the launch