ABOUT

Concept:

And suddenly, one day, you find out that Motorola and Pantone, the legendary loved brands, have come up with something that doesn't sound bad at all: designing a new smartphone with all the desired specs, but with a very attractive new element, its colour.

Colour Very Peri, the colour of the year, a bold colour with a conceptual charge full of possibilities. The colour most used by the Z's in the world of gaming and that set the trend in fashion and beauty in 2022; the colour that represents such powerful values as creativity, curiosity, liveliness, boldness and, above all, courage. In short, the values that Motorola has been championing throughout its history.

Hence the idea ‘Contigo todo es very peri'. An ambiguous declaration of love, technology-person and very musical. The chorus 'Tú no eres normal, tu eres very peri' drills into our brains, becoming the new with you everything is better, with you I'm dying of love in the form of a video clip, brand content and dance trend.

An idea that uses lyrics as a support and that makes brand placement possible in a song, connecting with an audience that is moved by what moves them: music, entertainment, colleagues, technology and love.

Execution:

WE WERE LOOKING FOR A FORMAT THAT WOULD MAKE OUR VERY PERI A HIT, AND WE SET OUT TO CREATE A MUSICAL BRAND CONTENT CAMPAIGN WITH A VERY BROAD TOUCHPOINT STRATEGY.

We created a musical theme with an urban sound base and lyrics that talk about the main attribute that we are highlighting and that are very catchy and include the brand's ringtone.

So we get into the territory of music by the hand of the singer and composer Dellacruz, with a quite native content in networks.

We recorded a video clip of the track, taking the song into the visual world. This way we have a video, another of the most used formats in networks and with the greatest growth in recent years, which is favoured by all the algorithms.

We created a dance trend with choreographers and tiktokers.

We moved the song on the main music streaming platforms and gave it diffusion on social networks by touching strategic touchpoints such as Pantone's account, LATAM profiles for greater diffusion, etc.

We counted on a content creator to make 4 covers amplifying and making the idea VERY much their own. We generate content that helps us to achieve international dissemination. All incentivising the participation of the community who can vote for the best version of the theme song.


Results:
A success story for the brand:

PR: Total audience 260.658 UU
PR value 7.750,64 €.
Youtube: +3.3K% in views.
Instagram: +11K% in reach / +6K% in views.