Project Overview

We created an interactive print ad that allows you to change the color of the Moto X with the touch of your finger – without leaving the page.

Project Commissioner

Motorola

Project Creator

DigitasLBi

Project Brief

Motorola wanted to extend the Moto X premise of true customization into the print medium and provide an engaging experience for WIRED’s highly connected subscribers. The ad also needed to demonstrate Motorola’s innovative approach to marketing in a very crowded, competitive mobile category. It had to provide tangible evidence of the Motorola brand’s commitment to allowing our end users to express themselves in unique, highly personal ways.

Project Innovation/Need

To launch the Moto X, the first phone designed by you, we didn’t stop at building an online configurator tool. We created an interactive print ad that allows you to change the color of the Moto X with the touch of your finger – without leaving the page. While the end result was simple and intuitive, the process to create and produce the ad was not. No one had transformed the print medium in this way before. So we had to solve for a number of variables - including thinness, interactivity, and brightness - within the tight constraints of a printed magazine page.

Design Challenge

We developed an advertising experience that used paper-thin components (including a battery, LEDs and a keyboard-like button membrane) to deliver a premium print experience that allows you to change the color of the Moto X device with the touch of a button.

Effectiveness

The ad appeared in the January 2014 issue of WIRED, delivered to 137,000 WIRED subscribers in Motorola’s top two markets -- Chicago and New York subscribers. That’s roughly 137,000 people. That’s where the paid media ended and earned media began. Buzz Positive media coverage, social buzz and pass-along led to 72 million social earned media impressions, including over 1 million views of a demo video originally intended to show readers how the ad worked.