The market for mobile phone handsets in China is huge and growing fast, but in 2005 Motorola only had 13 per cent share of the Chinese market. This paper demonstrates how by improving its brand image Motorola was able to increase its market share. The 'Moto Tribe' campaign used images of challenging, confident individuals with a strong personal style who were united by their choice of phone to increase desirability of the brand. Various media were used in communications including TV, print and music download sites. The campaign generated 15RMB for every 1RMB spent and successfully helped Motorola's growth in China.