Brief/objectives: Launch the A760 mobile phone to Asia Pacific countries within Motorola’s consumer website, hellomoto.com. Audience: The rising digital elite. They multitask instinctively and focus on personal relationships.

Creative Solution: The site demonstrates how the A760’s technology calms the hectic pace of life, making it more productive and fun. Initially turbulent, the animation adopts calming Zen themes; bamboo, waves and reflections. The site becomes a relaxed oasis amidst the mayhem of far eastern Internet space. A benefit-oriented tutorial introduced the A760’s functionality. Templates allow localisation and consistent brand experience. Customisable content serves as a post-purchase relationship building function.