THE CHALLENGE

iPhone dramatically changed the wireless category, driving AT&T to record sales and Verizon to a six year low in growth. Verizon needed its answer to the iPhone, and they brought the agency a thick, heavy phone on a then-unsuccessful operating system. By identifying the iPhone discontents and their values, we created a brand for the device and a rallying cry for iPhone discontents: power trumps pretty -smartphones should be about power and performance, not style. The result: the first true answer to the iPhone, with record sales and shattered goals

 

THE CHALLENGER

In late-2009, Motorola and Verizon Wireless unveiled a smart phone branded as ‘Droid’. in the US. Droid was launched at a time when Motorola was experiencing disappointing sales and was planning to spin off its mobile phone division. Motorola planned to arrest the decline in sales with the launch of the Droid. Powered by Google’s Android 2.0 operating system, Droid was pitched against consumer electronics behemoth: The Apple iPhone. 

 

THE CHALLENGE. AGAIN.

Trying to stall Apple’s iPhone meteoric popularity, as well as resuscitate a dying brand like Motorola was no easy task. Additionally, the OS at the time was Google’s little known Android system with no fan base or traction. The countdown began.

 

THE PLAN

The idea was to create intrigue around such a relatively chunky, black, raised keyboard mobile device. It started by re-naming it “Droid” and created a robot-like world from there...light years away from the space that iPhone occupied.  Not only did the name of the product (and eventual franchise that continues today) originate from the agency, we also designed the ringtones, the start up animation and sound effects in the phone, as well as designed wallpapers...all based on the campaign idea. There was complete synchronicity between the product and campaign.  All systems were ready to launch.

Droid Branding Case Study Video