Cannes Lions

A732 MOBILE PHONE

MINDSHARE CHINA, Shanghai / MOTOROLA / 2007

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Consumers feared Motorola’s new intelligent writing system.We turned fear into fun, creating Thumb Boy to champion a unique viral campaign to show urban 18-28 year old that the A732 is easy to use.

Sparking an explosion of participation.

Millions of consumers created their own Thumb Boy, posted it online for public voting, used the BBS special painting function, watched the animated story, and played the Thumb Boy game.

•10,044,969 visits to Motorola A732 website (a record in China)•Market share 11% - 23% in twelve months•The A732 completely sold out!•89 million Thumb Boy e-cards sent.

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