“Open the head, close the sameness”. This is the concept with which Motorola presents the launch campaign of its smartphones foldables, which features singer Gloria Groove performing the song ‘Oops!… I Did it Again’ in a videoclip format. The rereading of hit by Britney Spears, which rocked the 2000s, mixes pop and funk arrangements, and is available on the brand’s and the singer’s YouTube channels, on social networks and digital platforms (but Adnews advanced its work and brought the video at the end of this article ).
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, showing that the design of a smartphone can be the bridge between technology and the world fashion.
The scenes show people full of attitude enjoying the night at a karaoke bar and using the device’s main features to create content. With Gloria Groove, the project gains even more daring and contemporaneity, bringing its voice, style and remarkable presence, characteristics that are in total synergy with Motorola’s new releases and convey the status pop of the device for the new generation.
“This strategy is unprecedented for Motorola in Brazil. We launched a video clip as a campaign to engage the public and attest to how innovative a brand we are. And yes, we did it again, reinventing an epoch-making device and music. The act of opening and closing the smartphone refers to challenging and encouraging the public to embrace the new, express its true essence and adopt an authentic posture in everyday life. For this, we called a powerful voice that connects with those who have attitude, reflecting the company’s positioning and DNA”, says Juliana Mott, Head of Marketing at Motorola.
The creative process and strategy for launching the campaign were developed by the Euphoria Creative agency, in partnership with Motorola, with the aim of encouraging the public to break with standards and have the attitude to embrace new experiences.
“This is Motorola’s repositioning in Brazil. We are bringing authenticity to the brand by combining several elements, from an innovative product and a powerful soundtrack, to the participation of Gloria Groove, which is an icon of our times. We want to show that Motorola today has the same avant-garde attitude as when the brand first appeared”, comments Marcelo Rizério, co-founder and CCO of Euphoria Creative.
The direction was given to the duo We are Magnólias, Bárbara Sassen and Nate Rabelo, responsible for the aesthetic and modern vision of the filming, which 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 Jüssi, in partnership with Humanz, which brought together the largest squad of pop culture, music and celebrity influencers already engaged by Motorola, and digital banking to provoke dialogue, engage with the public and generate buzz for the music.
In addition to YouTube channels, the music is also available on streaming. The campaign will run on the main portals and social networks, in addition to appearing in the sponsorship of soccer and tennis tournaments, on ESPN, in out of home with more than 700 faces in the city of São Paulo (SP) in the month of July, and in posts on Gloria Groove’s social networks 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, treated almost like an artist pop of the time. Being part of the razr comeback, all that nostalgia and re-recording a Britney Spears track has been really important for my career. This campaign is my face and I hope everyone likes it”, says the singer.
Want to check the result of the retelling? Check out the full campaign film below.
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