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THE publicity blurb for the launching of Motorola’s
new concept store at the Digital Exchange in Glorietta 3 invited the
media to “go KRZY.”
But the assembled media pack had
another unscripted reason to “go Krzy.” The invitation for the
event clearly said 5 p.m., but Motorola didn’t get its act
together until almost 7 p.m., leaving everyone basically going crazy
sitting around (if one could find a seat, that is) clicking their
heels and waiting for something to happen.
Sure . . . there was a decent
buffet spread and drinks on tap. But hey, this was supposed to be
work, not a gathering of Manila’s hungry.
If Motorola needed the media’s
assistance to help it make ground on its main competitors—Nokia,
Sony Ericsson and Samsung who are now all located in a digital
huddle at the third level of G3—then it should have been a lot
more respectful of the time constraints of working writers and
photographers who more often than not are dashing from one
assignment to another and rushing to meet deadlines, rather than
trying to accommodate and pamper to the usual assortment of media
hangers-on.
The event coordinator, Ogilvy,
should also take some measure of blame for the dismal time keeping.
Ironically, this was the same
outfit that not too long ago invited the media to a luncheon
press-con at 2 p.m.!
Time was when this US based
company just concentrated on advertising where it is an undoubted
world leader. But recently we’ve seen Ogilvy start to creep into
the event coordinating business in Manila. And thus far, in our
opinion at least, with very mixed results.
Maybe Ogilvy would be better off
sticking to what it does brilliantly—which is advertising—and
leave the event planning and coordinating business to the experts.
But having said all that, when
the Motorola store did eventually get unveiled it really dazzled the
senses. Its swanky design, chic ambience and customer friendly
features leaves the competition across the corridor—at least when
it comes to the store wars—reeling.
And all the better for the
innovative showcasing of not just units such as its latest beauty,
the 3.5G Motokrzr K3, but also Bluetooth applications and
fashionable high-tech accessories.
One can browse around the
Motoconnect area and tune in at the Motomusic section, with an array
of touch screens adding to the exciting interactive experience.
Perhaps Motorola Philippines
Country Manager Patrick Aronson summed it up best: “The Motorola
concept store brings service and sales to our customers in an
environment of cutting edge design and technology that only Motorola
can offer.”
He rightly added: “It raises
the total consumer experience to a new level, offering customers
heightened interaction.”
Also launched the same day was a
Motokrzr tie-up with the Folded & Hung fashion line that enables
customers—to quote the press release—“personalize their style
by matching their phones with their clothes thanks to the Reflect
Your Krzr Style promotion.”
The promo is on-going until July
31 at Motorola stores and F&H boutiques nationwide.
Incidentally, on launching day
the newest Motorola store was draped in white, causing some of its
suited rivals across the way to merrily bitch that Motorola has
“surrendered” to the competition. Now, now, girls!
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