Saw the new Motorola E8 ad on YouTube and loved it. It continues from where it left off last – Abhishek grooving to music – his fans are going to drool all over again. The track is from the Tamil film ‘Gilli’. The E8 ROKR is equipped with a haptic controls, that makes the phone give you vibration feedback, whenever a key is pressed.
The product feature is in-built into the script and it works because of its lighthearted approach and uses Abhsihek well. Would the ad be as engaging if they had used a regular model instead of Abhishek? I think not. A case of a good idea being given extra legs by the intelligent use of a celebrity. Contrast this with ‘Dish karo, wish karo’ work of Dish TV and its not difficult to figure out which is more compelling.
According to the Motorola India website, “using breakthrough ModeShift technology from Motorola, the quad-band GPRS/EDGE device presents users with only the controls they need, at the time they need them, instantly transforming from music player to phone to imaging device with the touch of a button”. Interesting features that helps push the cause of a mobile device as an entertainment device. Another flashier website for the product is here.
Apparently, when planning for the iPhone, one of the questions Steve Jobs asked his team was ‘why should the numeric keypads exist even when they are not being used?‘. The iPhone brings up the keypad only when you need to type in an SMS or email. The competition has woken up to this feature – apparent with the E8.
Definitely a good execution ! The north south divide has also been addressed by choice of the music. But in terms of registering the USP- not sure, yes definitely the ad wants you to explore it.
Thanks, Biju. Good point about the North-South divide. Abhishek will not carry an aura in the South and the song definitely adds interest value.