Motorola at CES 2012

CES is the world’s greatest tech show and U.S.‘s largest annual trade show, featuring more than 3,100 exhibitors from 140 countries. On January 10-13, a flood of over 150,000 domestic and international attendees descended on the Las Vegas Convention Center for CES 2012 to see what’s new in the tech industry. And Motorola was there with an impressive display developed through true teamwork.

As a corporate policy, Motorola’s CES 2012 display was up for bid, which meant GPJ had to re-win the business. In true teamwork fashion, GPJ Detroit called upon the support of GPJ Boston, London and sister agency Spinifex to develop a CES experience for Motorola that brought their “Life M Powered” tagline to life.

Understanding the product benefits that enrich Motorola consumers’ lives, GPJ centered their approach around the idea of connectivity and intersecting technologies. The result was Motorola’s Converged Experience – like the rings of a tree, Motorola would be displayed in radial layers, each one representing a level of life with Motorola, and each one inherent to the other. It was a perfect metaphor for telling the story of Motorola - a company dedicated to creating a connected world where devices work together to enrich peoples’ lives.

The Brand Ring: GPJ wanted CES attendees to feel engulfed yet unconfined in the Motorola world upon entering the space through the outer ring. To do this, the team created a theatrical circular curtain of individual free-flowing silicon tubes that lined the outer ring and allowed attendees to enter and leave as they please through any point in the ring. Together, the tubes created visual unity and provided a backdrop for Motorola media content that was projected onto the tube curtain.

The Developer Ring: Since developers create the programs that activate Motorola products, the second ring was dedicated to showcasing these partnerships through five informational kiosks.

The Product Ring: As developers create the programs that activate Motorola products, product technology creates converged eco-systems for living. By exploring the third layer, attendees could learn more about Motorola’s technologies through dedicated convergence counters, each one dedicated to a specific life task like data storage or Enterprise Ready work solutions.

The Core: Consumers are the center of the Motorola story; without people using the products as part of their lives, the Motorola world would not exist. To celebrate people as the core of Motorola, a lounge was placed in the center of the rings for attendees to explore and appreciate the world of Motorola.

The visually refreshing design and story telling approach to the Motorola CES booth was well received and has been praised by the media. Both GPJ and Spinifex are continuing to work with Motorola on upcoming projects, thrilled to be a part of “Life M Powered.”

The Brand Ring: The curtain spanned 160 feet at a height of 19 feet, creating an 80 foot diameter for showcasing the Motorola world. 4,500 thin silicon tubes hung from a steel pipe. And the media, created and produced by Spinifex, was projected onto the tube curtain using (7) 22,000 lumens synced projectors.

MOTOACTV Display: Highlighting Motorola’s MOTOACTV fitness tracker and training system, staged athletes exercised throughout the day showing the product in use as a Motorola Specialist gave presentations on features. Tablets displayed downstage allowed attendees to learn more, while the stands’ equalizers bounced to the music playing overhead.

Motorola Home Display: As part of the Converged Experience story but needing a solid structure to display products, Motorola Home devices were placed along a curved wall extending from the tube curtain.

DROID RAZR MAXX: To visually show the length of RAZR MAXX’s long battery life, piles of film reels, CDs and text message strands were placed around the product, indicating that you could watch, talk, listen, or text the displayed amount before the battery ran out.

Meeting Rooms: In order to take full advantage of the show floor space, GPJ recommended using a check in system and move the Motorola meeting rooms to the adjacent hallway, freeing up 25% more booth space than in previous years.