PROJECT:
LAUNCH OF MOTO G5 FAMILY
AT hypermarkets
CLIENT:
MOTOROLA/LENOVO
AGENCY:
PONTO DE CRIAÇÃO
MY ROLE: STRATEGIC PLANNING, SHOPPERS AND BEHAVIOURAL RESEARCH AT POINT OF SALe, SERVICE DESIGNER/HUMAN-CENTRIC APPROACH, CONTENT DESIGNER
THE CHALLENGE
Who doesn't remember of the emblematic "Hello Moto" tone ring? With a totally new version and amasing features like a versatile camera and a cinema projector, Moto was being relaunched in Brazil.
But how to grab potential user’s attention in hypermarkets, where they usually have their mindset oriented to buy mainly groceries?
THE PROCESS
I went to retail hypermarkets to do observational research (user shadowing) and study how users walk around and what they are thinking/feeling in each main touchpoint. The result was a detailed map of the whole customer experience with opportunities to explore for Motorola, in line with shoppers journey at POS that goes from a more emotional to a more rational approach,
OUTCOMES
Focusing on the user, we created an engaging campaign that worked more as a conversation with them, using different storytelling approaches for each point of contact.
I identified the main touchpoints and the type of content we could create to awake people's interest around Mobile and Motorola at the retail venue. From the main entrance at the parking with sentences like "Welcome, come meet our Moto new family" or "Performance upstairs", playing around with the fact that the person was going up on the escalator, to direct call to actions at the mobile isle.
Motorola company was positively surprised with the overall and detail strategy and implemented the campaign in several stores.
Credits: Campaign Art Direction - Ponto de Criação
