ABOUT

We created an experience to communicate the ‘Life Proof’ qualities of the Motorola Defy smartphone in an engaging and memorable way that encouraged our target audience to consider Motorola for their next handset purchase and excited the trade into increasing listings and distribution of the product range.

Our core target audience are young and active socialisers who know how to have fun. They love winter sports (and the apres even more), they love going to gigs and, above all else, they love going to festivals with their mates.

In order to engage with this target audience in an effective way, we needed to partner with a property that encompasses all these things — Snowbombing, Europe’s most extreme winter music festival.

We wanted to connect with them in their world to demonstrate the Defy’s Life Proof credentials and establish Motorola as THE brand that can keep up with and facilitate their hectic lifestyle, which lead to the idea: ‘Are you as Winter Proof as the Motorola Defy?’