Motorola to build distinction for Razr in Korea

The branding initiative, which was developed in conjunction with Diamond Ogilvy, plays on the word ‘Lúk’ to portray the mobile phone as being a fashionable ‘look’ of its own, alongside recognisable styles such as preppy and punk.

A spokesperson for the agency explained that the campaign was aimed at young urbanites in their mid twenties and thirties who “are open to diversity but may need a bit of assurance” with regard to self confidence.

“Unlike other competitors, the Lúk doesn’t try to evangelise certain styles, but listens to targets and encourages them to be confident of their individual styles,” the source said.

The source added that the campaign sought to achieve distinction for a product that faced a “perception barrier” and “may not be considered differentiated enough”, with a design notably similar to the original Razr.

In addition to a 30-second TV spot, the campaign includes print, point-of-sale and online elements.

Media planning and buying was handled by Universal McCann.

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