Bangkok--24 Sep--Ogilvy Public Relations Worldwide Motorola Inc. (NYSE: MOT), a global leader in mobile entertainment, was recently honored with three awards in the Interactive Marketing Category including the Gold Award for “Most Effective Use of Interactive Marketing” at the Asian Marketing Effectiveness Awards held in Singapore. The Asian Marketing Effectiveness Awards are the only regional awards to recognize marketing campaigns that deliver real results. The awards cover 17 categories across all marketing disciplines, including advertising, direct marketing, product design, sales promotion, event marketing, to name but a few. They are designed to set the standard for effective marketing within the region, and aim to uncover the campaigns that show results through innovative spirit, combining creativity with effectiveness and transforming businesses by building world class brands. Motorola won the Gold Award for its “Get Closer to Jay at MOTOMUSIC” campaign in Mainland China, an ingenious 360? program evolving around — as the core communication platform — motomusic.com.cn, Motorola’s popular — and legal — music download site. Partnering with top Chinese pop singer/songwriter Jay Chou, Motorola used TV commercials, radio, print, web banners and PR events to lead consumers to a dedicated Jay Chou space on MOTOMUSIC’s website that previewed his newly-launched album (exclusively available on MOTOMUSIC only, downloadable as ring tones or full tracks), exclusive footage and interviews, and an interactive music video mixer. As one of the major attractions of the website was Jay Chou and his new songs, the creative concept used was “Get Closer to Jay”, an idea that employed Jay’s body as a visual device through which users could navigate the entire website. By zooming in and out of his arms, face and shoulder, the user navigates the content of the website and essentially “gets closer to Jay” — the closest anyone can get. As a result, the campaign successfully raised Motorola’s brand association with music, paving the way for future music phone product launches, and drove up MOTOMUSIC page views, registrations, music downloads and sales on key music phone models in China during the campaign period. To date, Jay’s micro-site featuring exclusive Jay footages and interviews has attracted more than 10 million visitors. “We are honored to receive this award for the Best Interactive Campaign in recognition of the creativity and originality that went into our work with Jay Chou,” said Ian Chapman-Banks, Vice President, Marketing, Asia Pacific, Mobile Devices. “I believe the success of the campaign lay in the perfect combination of relevant content and consumer offers, targeted communication channels, and impeccable creative execution. Both the initial creative idea and the subsequent execution were very strong and innovative — it was the most-talked-about flash website on numerous BBS forums for months, and Jay Chou even complimented the site himself!” Motorola received further recognition for its success in China when it won a Silver Award for most effective use of interactive marketing on its “Thumb Boy and his 10 million online friends” entry, which was created by MindShare, Motorola’s media agency. The Thumb Boy character was created to star in a viral campaign designed to help users overcome their discomfort at using new technology, as well as showing how the Motorola A732’s intelligent finger writing system feature is easy and fun to use. Motorola dominated the interactive marketing awards category, collecting another Bronze Award for MOTOMUSIC, Motorola’s online music site that reaches out to the music-loving audience. Previous studies have shown that young consumers are 1.5 times more likely to enjoy music on the radio, but reaching out to these young consumers via radio advertising had proven to be a challenge as these listeners tend to switch channels when commercials are played. Motorola therefore devised a plan to offer exclusive Jay Chou content, which could be downloaded directly onto Motorola handsets. Motorola’s agency MindShare then arranged for influential DJs to spread the word on the air and via their bulletin boards. The result is that MOTOMUSIC has reached out to more than 240 million visitors during the campaign period. The Asian Marketing Effectiveness Awards are organized by Media magazine, which was launched in 1974 to report on an emerging media and marketing industry in Asia-Pacific. Since that time, Media has grown to be the authoritative voice of the media, marketing and advertising community in the region. As well as covering the latest developments in the industry, Media organizes a range of conferences across different industry sectors and hosts major industry awards events recognizing industry best practice. Media magazine is part of Brand Republic, one of Asia's leading media marketing, PR and advertising trade portals. About Motorola Motorola is known around the world for innovation and leadership in wireless and broadband communications. Inspired by our vision of seamless mobility, the people of Motorola are committed to helping you connect simply and seamlessly to the people, information and entertainment that you want and need. We do this by designing and delivering "must have" products, "must do" experiences and powerful networks -- along with a full complement of support services. A Fortune 100 company with global presence and impact, Motorola had sales of US $42.8 billion in 2006. For more information about our company, our people and our innovations, please visit www.motorola.com. Media Contact: Mark Thomson Ogilvy Public Relations Worldwide Tel: 02 205 6609 [email protected] Jetana Kriengsakophas Ogilvy Public Relations Worldwide Tel: 02 205 6607 [email protected]