Brief/objectives: Create a site within Motorola's consumer website, hellomoto.com, to launch the E380 mobile phone to Asia Pacific countries. Audience: Impatient thrill seekers who love to be noticed by peers, aged 16-24.

Creative Solution: The proposition was ‘a dance club in the palm of your hand’. We communicated the experience of owning an E380 by replicating the pop culture the audience consumes. Visual and content cues are a mix of hello kitty and karaoke culture. Features are demonstrated via hyperactive Flash animations that transfix short attention spans. Using templates, countries could localise the site, delivering a consistent brand experience.