A Motorola initiative leveraging Digital Out-of-Home (DOOH) screens reinforced by display ads has delivered significant results for the telecoms brand. The Q4 2024 campaign was executed in partnership with Assembly and Hawk, Azerion’s independent activation platform, to raise awareness and purchase intent for the Razr and Edge 50 handsets.
Key results include:
- 81% increase in brand searches for Motorola in areas where the campaign was live
- 226,000 visits to Motorola UK stockists during the campaign.
- Significant uplifts in brand consideration (+10%) and ad recall (+14%)
- 5% increase in market share against competitors such as Apple and Samsung
Azerion used Hawk’s advanced technology and its exclusive data partnership with Captify to deliver a strategy that combined location data with real-time search intent to enable precise audience targeting.
DOOH ads were activated in regions where relevant searches for Motorola products were high, enabling the brand to reach in-market consumers; geolocation was also deployed to serve display creatives in areas with Motorola high street stockists.
Impression measurement was reinforced by a search uplift study to demonstrate the campaign’s direct impact on Motorola’s share of search.
Wilkin Lee, head of marketing at Motorola UK, says: “At Motorola, we’re constantly exploring how to use technology more intelligently to power our campaigns. By embracing cutting-edge tools like real-time search data and geotargeting, we’ve not only made our advertising more effective but also more relevant to consumers. With the Razr 50 Ultra and Edge 50 Neo, we’re leaning into the latest trends to meet our audiences where they are. We’re also proud to support our channel partners – including over 200 store visits to Vodafone, EE, and Three – as we continue to drive momentum across the UK market.”
Charlene Yago, senior sales executive at Azerion, says: “This campaign underscores Motorola’s success in enhancing brand visibility and consumer engagement; the results show that leveraging smart data and innovative activation channels can build more relevant, measurable connections.”
Joseph Howe, planning manager at Assembly Global, says: “Azerion’s Hawk platform and industry partnerships are a powerful combination. It has enabled Motorola to reach its target audience at scale and deliver the desired and measurable results for its campaig
