Company: cpz Ogilvy Public Relations GmbH, Muelheim, Germany
Company Description: cpz Ogilvy Public Relations is a full service PR-agency that provides strategic communication services to international companies, industries, brands, professional service firms and industrial associations.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Best Communications Campaign

Nomination Title: Motorola – Own Iconic Design

   1. Tell the story about this nominated communications program in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

          Motorola mandated the agency to create a PR concept for its Mobile Devices
          division. cpz OPR did not only account for the new mobiles’ complete launch
          communication but was responsible for transmitting the stylish image of the
          MOTORAZR phone to Motorola as a brand – own iconic design.
          
          The client’s overall aim was to improve its share of voice which in late 2005
          only averaged 5 percent. The defined PR challenge was to present Motorola as
          the communication company that stands for iconic design like no other.
          To make the motive “Iconic Design“ concrete, we defined four elements of a
          mobile: tone, function, form & colour and material. We filled the elements with
          life and build an own world of Motorola’s iconic design: MOTOSTYLES – an
          innovative platform making the Motorola lifestyle and new trends an experience
          for the lifestyle media. 

          Event Management:
          •             Milan Fashion Week, 02/2006: Motorola presents the showroom of         
          designers Unrath & Strano. More than 20 selected German editors took part.

          • SLVR City, 02/2006: Illumination of four buildings in Berlin with
          MOTOSLVR visuals and organisation of a launch party in the club shiro I shiro
          with 50 journalists from Germany, Austria and Switzerland.

          • 3GSM Barcelona, 02/2006: Organisation of press trips to the leading
          UMTS and seamless mobility fair 3GSM in Barcelona.

          • Motospace, CeBIT, 03/2006: Set-up of an extraordinary round table for
          the tech media in a special designed,flexible and stylish location.

          • PEBL City Stripes, 07/2006: Motorola turned the city into a striped
          work of art in PEBL’s colors. Nearly 40  journalists joined the presentation of
          MOTOPEBL in Hamburg.

          • MOTOKRZR Roundtables, 09/2006: The follower of MOTORAZR was shown to
          the German public in two hot locations in Munich and Hamburg. More than 90
          journalists welcomed the new design icon.

          • Innocence in Danger, 10/2006: As partner of the organisation “Innocence
          in Danger“, Motorola has committed itself for the protection of children
          against sexual abuse. In the course of a gala in aid of the
          organisation,celebrities signed Motorola mobiles and PEBL benches that were
          sold in an eBay charity auction. 

          Media Work:
          • Media co-operations: Handling of more than 60 editorial co-operations
          with selected media partners.

          • Exclusive interviews: Organisation of interviews between Motorola
          Executives and German key editors.

          • Press releases: Creation and dispatch of more than 70 press releases
          tailor-made to the respective media’s demands.

          Other:
          • Communicating Motorola’s sponsorship of “Desperate Housewives”
          and “Grey’s Anatomy”
          • Identification of speaker opportunities
          • Handling of test reports
          • Function as back-up press office
          • Support of internal communications / events

          Within half a year only, we boosted Motorola’s position in the German ‘Share of
          Voice’-ranking to the second place (12 %). Our media co-operations alone
          effected more than 76 million PR contacts. The media accepted the new mobiles
          as dignified successors of the design icon RAZR and consistently presented
          Motorola as pioneer in creating mobiles as stylish accessories. Due to this
          success, we have been mandated for Motorola’s corporate communications as well.

   2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

          Supporting materials for this entry were submitted offline.

   3. Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this nominated communications program:

          As cpz Ogilvy Public Relation’s Head of Brand Unit, Melanie Katschinski is
          responsible for the performance of the PR campaign. She studied Social Science
          and worked for several editorial offices as well as a production company.
          Melanie has more than 10 years of agency experience across a range of
          industries and advises clients such as American Express, Motorola, and Bayer
          Material Science.