The Razr4 launch campaign, created by Euphoria Creative, features a re-recording of the hit “Ops!… I Did ir Again”
Open the head, close the sameness. This is the concept that Motorola is using to present the launch campaign for its new folding smartphones, starring Gloria Groove.
The piece has the format of a music video and features the singer performing the song “Oops!… I Did it Again”, a hit from the 2000s by Britney Spears. In a new version of the song and alluding to the new design of the motorola razr 40 ultra, which refers to the iconic razr V3, the motto of the music video unfolds in a vibrant night out with friends. In it, the motorola razr 40 and razr 40 ultra devices stand out at all times.
“This is an unprecedented strategy for Motorola in Brazil: we launched a video clip as a campaign to involve the public and attest to how innovative we are. We reinvented a device and music that marked an era. attitude, reflecting the positioning and DNA of the company”, said Juliana Mott, Head of Marketing at Motorola.
The creative process and strategy for launching the campaign was developed by Euphoria Creative, in partnership with Motorola, with the aim of encouraging the public to break with patterns and have the attitude to embrace new experiences.
“This is more than a campaign, Motorola’s repositioning in Brazil. We are bringing authenticity to the brand in the combination of several elements, ranging from an innovative product, a powerful track and the participation of Gloria Groove, which is an icon of the current times. show that Motorola today has the same avant-garde attitude as when the brand first appeared”, highlighted Marcelo Rizrio, co-founder and CCO of Euphoria Creative.
The direction was given to the talented directors We are Magnlias, Brbara Sassen and Nate Rabelo, who brought their modern aesthetic vision to the footage that even used Artificial Intelligence resources to create a new perspective for the music video.
The strategy and execution of actions on social networks were developed by Jssi, in partnership with Humanz, which brought together the largest squad of pop culture, music and celebrity influencers ever hired by Motorola, and the digital bank to provoke dialogue, engage with the audience and generate buzz for the song.
The complete music video can be seen on YouTube by the singer and Motorola, and the song is also available on streaming platforms. In addition, the campaign will run on the main portals and social networks, in addition to appearing in the sponsorship of football and tennis on ESPN, in OOH with more than 700 faces in the city of So Paulo in July, and posts on Gloria’s social networks Groove to promote the track, which will be integrated into their repertoire.
“I am very happy and proud to be part of this project. The razr V3 was part of my life in a very symbolic way, it was an object of desire and treated almost like a pop artist at the time. nostalgia and re-recording a Britney Spears track is being very important for my career. This campaign is my face and I hope everyone likes it”, completed Gloria Groove.
