SCHAUMBURG, Illinois, United States-Motorola Inc. launched a US$100 million global advertising campaign, called Wings, to create unified brand awareness for consumer products produced by its different business sectors.
The Wings branding strategy combines the common nickname of the Motorola logo with the idea that its wireless products give consumers the freedom of mobile communication. It follows a year-long consumer market research effort by Motorola.
“In developing our new ad campaign, we recognized consumer needs and created an inspirational image of how personal communications can impact people in today’s mobile world,” said Rick Darnaby, Motorola vice president and director of global brand management. “Motorola’s new brand strategy will allow us to communicate the value and power of our consumer-friendly products and how they can enhance everyday lives.”
The first 60-second Wings television ad aired 19 April in the United States. Motorola also is airing a series of 30-second, product-focused ads featuring visuals of cellular telephones, pagers and personal-use two-way radios. The U.S. rollout will be followed by launches throughout the year in Europe, Asia and Latin America.
