Aurora Magazine

Promoting excellence in advertising

Published in Mar-Apr 2017

Hello, Motos and Mods

The Mods can be attached to the newly launched Moto Z and Moto Z Play, and cater to specific and specialised needs.

In February, Lenovo, through its subsidiary Motorola Mobility, launched two smartphones: Moto Z (Priced at Rs 74,999) and Moto Z Play (Rs 49,999). According to Arif Shafique, Country Manager, Lenovo Pakistan, the launch of these phones is part of “Lenovo’s goal to emerge as the definitive number three player in the global smartphone market, and where the Moto brand will play a major role.”

Lenovo also launched four attachable phone modifications (Mods): Moto Insta-Share Projector Mod (priced at Rs 39,500), Incipio offGRID Power Pack Mod (Rs 8,650), JBL SoundBoost Mod (Rs 12,500) and Hasselblad True Zoom Mod (Rs 29,500). These Mods, which have to be purchased separately and can be attached to any of the two smartphones, cater to specific needs; for example, “the Insta-Share can turn your phone into a projector and SoundBoost serves as extendable high quality speakers,” says Shafique. Meanwhile, Hasselblad serves as an HD DSLR camera, while Power Pack improves battery life.

These phones and Mods were primarily promoted on social media; the centrepiece of the online campaign was a short video which was shot using Moto Z phones, and captured the distinct landscapes of Pakistan’s four provinces. A new version of the national anthem, using instruments that are quintessentially Pakistani, including the sitar, flute and dhol, served as the background score for the video.