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Droid Brand Evolution for Indirect

Droid Brand Evolution for Indirect. 6/1/12. Evolution Objectives. Evolution Objectives: Maintain Droid differentiation from category sea of sameness Build on current popularity by employing familiar brand cues Broaden the appeal of Droid Expansion Opportunity:

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Droid Brand Evolution for Indirect

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  1. Droid Brand Evolution for Indirect 6/1/12

  2. Evolution Objectives Evolution Objectives: • Maintain Droid differentiation from category sea of sameness • Build on current popularity by employing familiar brand cues • Broaden the appeal of Droid Expansion Opportunity: • Enthusiasts: A psychographic target unified by a powerful set of beliefs, and a mindset that overflows demographic boundaries, for mass appeal • “Do-ers” • Whatever they do, they do it with gusto. • They’re undaunted, energetic and fully engaged, whether it’s work or play. • They’re not bystanders to life.

  3. Evolution of Droid Brand

  4. Droid Evolution Overview • Droid Franchise - Motorola • Whatever it is you want to do, there’s a Droid to help you get it done • Show the Droid RAZR, Droid RAZR Maxx, Droid 4 • Highlight what Droid Does, that others can’t

  5. Droid Brand Evolution Creative Guidelines • Guiding Principles • Remixed color palette • Retain the recognizable heritage colors • White, Red and Black – but in a brighter overall environment • Modern, High Tech Environments • Utopian and bright rather than sci-fi and dark • Inspired by cutting-edge modern architecture • These tech cues must appear in *All* Droid backgrounds to differentiate • Infinite spaces • Elements should create depth of field • Never flat. Never a sense of an end to the space. • Light as an anchor • Devices never touch the other physical elements • Light visually represents the energy around the device

  6. Indirect Print Unique versions for DROID RAZR MAXX, DROID RAZR and DROID 4. • Templates include 8.5 x 11” Ad, Medium Ad and Small Ads (3x6 and 4x4.) • Available on AdBuilder at Create Materials > Message > Droid Devices.

  7. Indirect Radio DROID RAZR MAXX :60 Unique versions: DROID RAZR MAXX, DROID RAZR MAXX &DROID 4 • :60 & :30 scripts on AdBuilder at Create Materials > Message > Droid Devices.

  8. Indirect Radio DROID RAZR :60 DROID 4 :60

  9. Indirect Online Banners Unique versions for DROID RAZR MAXX, DROID RAZR and DROID 4. • Online Banner Boxes with click-through below. • Skyscraper Banners with click-through also available. • To go live by Fri. 6/8. • Will be available on AdBuilder at Create Materials > Message > Droid Devices.

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