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Mindshare & FoxyMoron create intriguing stories for Moto 360 launch

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MUMBAI: Motorola’s new digital campaign #MotoGraph360, launched for its smartwatch Moto 360 (2nd Gen) highlights the exquisite features of the watch in the form of five different stories. 

Conceptualised by Motorola’s digital marketing agency Mindshare in partnership with FoxyMoron for digital creative duties, the campaign has been brought to life by using cinemagraphs that are essentially a fusion of living photography and video where just one or two elements are in motion.

The stories involve five influencers from different walks of life to capture the Moto 360 (2nd Gen) in their daily routine while showcasing the different features of the watch. The campaign is being promoted via social media platforms including Facebook, Twitter and Instagram. Additionally, the images are also shared on a microsite - http://motograph.co.in/

Speaking about the campaign, Motorola India marketing head Rachna Lather said, “With the launch of Moto 360 2nd Gen, we wanted to give our customers the 'power to choose a watch that makes time' for them. It does so by freeing them from constant notifications and disturbances and pay attention to what really matters in life i.e., their passions and relationships. Our agencies, Mindshare and FoxyMoron suggested an interesting way that could depict the usage of the watch in our target buyers’ lives. The result was motographs 360, a beautiful collection of 5 stories told via cinemagraphs that bring out the features of the smartwatch and passions of those involved. We've been using innovative tools and campaigns to reach out to our customers and are glad to be the 1st brand in India to use this innovative technology.”

Mindshare chief digital officer Vinod Thadani added, “We at Mindshare thrive on exploring innovative ways of keeping our consumers engaged. In the limited attention span of consumers on social media today, the best way to break clutter is a disruptive format innovation. So we didn’t adopt trends but set the trend in true Motorola style. Cinemagraphs allowed us to capture the essence of Moto 360 watch and showcase the wide range of features it has to offer. Through the #MotoGraphs 360 campaign, our aim is to break the clutter and emphasise on what is really important to the consumers. The results seen are in keeping with the theme ‘Watch that makes time for you’ and make for a beautiful launch for the Moto 360 (2nd Gen).”

FoxyMoron co-founder Pratik Gupta said, “Brands today are constantly looking out for content that would halt your thumb from scrolling down your news feed. And I think cinemagraphs has that power to do so. From mesmerising movements to compelling contexts, it has brought a creative edge to visual storytelling. While globally it has been around for quite some time, this intriguing piece of content will become the next phenomenon in India.”

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