has launched an online campaign to promote the Crystal Talk technology patented by the company on its phones, which enables the speaker's voice to be heard clearly over background noise.
The campaign is actually an international one, developed by O&M in Chicago (US), and now being implemented in India by the agency. The highlight of the campaign is a video which has two versions of the same dialogue - one with a normal mobile phone and one with Crystal Talk technology.
The campaign has only been launched on the web. A spokesperson from O&M says, "We wanted people to experience the technology and that is only possible on digital media. For this reason, we sacrificed all traditional media."
Speaking about the campaign, Lloyd Mathias, director, marketing, India and Southwest Asia, Motorola, says, "The voice clarity element of phones has largely been ignored. By using the Internet, we could give proof of our Crystal Talk technology through the online demo. The audio has been created by using the phones in different backgrounds and showing the difference in voice clarity."
He adds that the campaign is targeted across the portfolio of customers, especially those who spend more time outside the home.
Though the campaign is largely digital, Mathias says it will also be extended offline. This will include live demos at retail outlets and youth hangouts such as malls, followed by a print and direct mail campaign. This phase of the campaign is expected to be launched in the next 15 days.