Managing Mobile World Congress for Motorola

By Nicky Rudd
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Who did we help?

Motorola Mobility fuses innovative technology with human insights to create experiences that simplify, connect and enrich people’s lives, so that consumers have the best content at their fingertips, every second of every day. Its portfolio includes converged mobile devices such as smartphones and tablets; wireless accessories and data-access devices.

Where and when?

Padua Communications was employed to manage all of Motorola’s activity at Mobile World Congress (MWC) 2010. Over eight weeks, we were instrumental to a campaign that led to Motorola’s having its most successful MWC ever.

Why did they need us?

Our challenge was to engage media and analysts with Motorola to position the company as a leader in the smartphone arena. Part of our remit was to create a buzz around topics and enhance Motorola’s brand profile and reputation as a key player from a product and thought leadership perspective, despite the fact there was little news to be announced at the exhibition. Our role was to work with the EMEA team to create Motorola’s MWC strategy and implement a campaign, liaising with 17 internal and external teams working on the project, all with differing agendas and requirements.

What did we do?

As well as creating the strategy, we organised a successful and comprehensive media and analyst outreach campaign. Over 100 briefings with senior executives were completed in the first three days of MWC – double the amount of previous years. We also project-managed all of Motorola’s events at Mobile World Congress including salon dinners and an international, cross-divisional cocktail party for 85 people. To forge stronger relationships with the media, we created and implemented a hosting programme for 16 European and UK journalists in conjunction with Motorola’s distribution partners. We also developed all media materials, briefing documents, invites and spokespeople biographies and created Motorola’s social media strategy for the event.

What was the result?

Media engagement was a massive success with a record-breaking number of briefings. In total, Padua Communications pre-booked over 80 one-to-one media interviews and booth tours with Motorola spokespeople, the majority of which happened in the first three days of the show. As well as forging new relationships with key media, Motorola had its most successful MWC ever, receiving extremely positive media focus and coverage following the show.

“Padua Communication’s good humour and ability to juggle multiple markets, timezones and shifting briefs was a godsend. I wouldn’t hesitate to recommend them.”
Lara Cresswell, acting head of EMEA for Motorola

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