MOTOROLA | Campaign Site — Andrew Hoffer

MOTOROLA | Campaign Site

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Landing page.

Campaign content ecosystem.

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Self-assessment quiz questions.

Campaign case study.

PROJECT

Our use of smartphones has started to shift from productive and positive to addictive and obsessive, yet none of the major smartphone brands were addressing this. They continue to tout phone features, which presented a clear opportunity for Motorola to counter category norms and create awareness around the issue.

As the centerpiece of the multi-channel Phone-life Balance campaign, we were tasked to create a hub featuring a self-assessment quiz and housing all brand-created content.

APPROACH

All campaign content and activations pointed people to our quiz, where they could check their smartphone behavior and learn how to improve it. The strategy, creative and UX teams worked very collaboratively on a tight timeframe to:

Develop a comprehensive content ecosystem for the campaign.
Architect microsite content categories.
Develop questions and response options for the interactive assessment quiz.
Create user flows outlining inbound Facebook feed handoff, quiz framework, individual results, and collective live data leaderboard.

OUTCOME

The site received over 1 million page views.

SERVICES

Content Strategy, Information Architecture, User Journeys