Motorola: DEFY Launch

The DEFY™ Life Proof campaign for Motorola transformed its seemingly niche dust, scratch and waterproof device features into genuine consumer benefits with widespread appeal. The application of a new communications platform to a previously untapped yet growing consumer target of social butterflies led to a new communications campaign and a new smartphone segment. As a result sales exceeded targets by over 350%, and communications generated payback of £35.5m and a profit ROMI of over 3.5 in the first year