Motorola should be eager to go back to the '90s.
At that time, everyone had a big brother, and the "M" logo on it represented that it was produced in Motorola. Whoever owns this big brother is the most beautiful cub on the whole street.
But today's mobile phone market has long lost the status of Motorola.
Perhaps nostalgic for its former glory, Motorola has made another commercial film inviting you back to the 1990s.
Just look at the ads, shoot well
Recently, Motorola released an advertising video with the theme of "Big Brother, Back, Motorola Takes You Back to 1990" to promote the new edge s pro.
The video humorously interprets the charm of Motorola's Big Brother and evokes many people's memories of the 1990s.
In Chongqing 30 years ago, people had to queue up at public telephone booths when they called. People who wait keep urging, and people who talk on the phone are reluctant to hang up, which is the daily routine of public telephone booths.
At this time, a man passed by, enjoying the big brother who belonged to him alone, which instantly attracted everyone's envy.
As soon as the phone rings, "Big Brother" is none other than you.
There are big brothers, and naturally there are also "big sisters".
In 1990, in Shanghai, the little and charter wife entered a clothing store, ready to collect protection fees and look for stubble from the boss lady. Who knows, the big brother bell at the boss lady's hand rang, and the little were immediately shocked, and the person who found that they threatened turned out to be a big sister.
In Shenyang in the 1990s, a big brother number was being auctioned. When other bidders are only willing to add a thousand, those who have big brothers will sell 200,000.
You see, people with big brothers are always so "arrogant".
Funny and exaggerated plot, coupled with the magic rap, the whole advertisement shows very well.
It is worth noting that the price of the Motorola Edge S Pro is also 1990 yuan.
The whole advertisement sells memories while killing, but also makes a good publicity for the affordable price of mobile phones.
Does memory killing still work?
Motorola has been silent for many years, and now when it returns, the marketing direction is all focused on memory killing.
In order to promote the new products released on August 5 this year, Motorola interviewed many people and asked them to tell their childhood memories with Motorola: the brand's iconic mobile phone ringtone, which is the favorite song of childhood; Motorola is the first mobile phone he owns, and it is also a common memory with his first love...
Motorola once produced a foldable smartphone, when the user folded in half, the interface will become Motorola's most classic clamshell machine.
The family of three does not deny Motorola's contribution to the mobile market, and my family's first mobile phone is also Motorola. At a time when I could only use my home landline to contact my friends, my mother was already using Motorola to communicate with colleagues, family and friends.
Motorola really carries the memories of many people.
However, people cannot always live in the past.
I think it's enough for brands to market with one or two sentiments when announcing their return.
But it's clear that Motorola seems to have nothing to offer but feelings and memories.
This reminds me of another former "mobile phone overlord", Nokia. It has also launched a number of memory killing ads, connecting consumer memories with Nokia's classic models and reawakening everyone's love for the brand.
But most consumers simply remember it, and then continue to use Apple, Huawei...
Why? Because consumers have grown up a long time ago.
Take the Motorola Edge s pro for example, the battery capacity is 4520 mAh, support 33W fast charging, 100 million main camera, 8 million telephoto and 16 million ultra-wide angle... These functions are not lacking in other head mobile phone brands in the Chinese market at present.
Mobile phones are products that require continuous technological innovation, and when consumers choose, rational thinking is far more important than sensibility.
I may be able to buy a small bag of snacks for 5 cents for my childhood memories, but I will not spend 2,000 yuan on a mobile phone with ordinary performance.
I hope brands can understand that it is useful to say that feelings are useful once or twice, but once they are repeated many times, consumers may be indifferent.