Motorola takes on iPhone fans.
Motorola in its latest ad campaign in the US took on the cult whose members will presumably buy anything with the iconic fruit with a bite logo on it. The smartphone brand took the approach of using a focus group methodology to convey the message that its brand is much more innovative than Apple's iPhone.
The focus group consisted of said "Apple loyalists" and managed to convince them that the Moto Z was, in fact, a proto type iPhone that was still being tested. Motorola showed the group the Moto Z with its add-ons such as a snap-on battery, projector and speaker under the pretext that they were Apple products.
The Lenovo-owned smartphone brand also took a bigger dig at the just-launched iPhone 7 with the focus group moderator asking what they thought of the newly launched Apple flagship smartphone. To which the focus group people said that they found not much difference or innovation in the new iPhone. Only after impressing the "Apple loyalists" with the Moto Z add-ons did they reveal that it was not an iPhone but a Moto Z smartphone instead.
Motorola also took the battle to Apple through its print ad campaign aptly titled 'Skip the Sevens', where it targets Apple loyalist to ditch the iPhone 7.
"When the first generation iPhone came out, it changed everything. It was the rebel, the challenger. And it knocked us off our perch. But that was nine years ago," the ads copy reads.
It is a bold move indeed from Motorola that is looking to take Apple head-on. However, the timing of the ad campaign could not be any perfect with the Cupertino-based company coming under increasing pressure due to slowing sales of the previous iPhones and looks to iPhone 7 as the rejuvenator.
The Motorola campaign is in fact reminiscent of Apple in its heydey when it was an audacious young company that took on the then PC market leader IBM with several blistering prints and TV ad campaigns.
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