Motorola to back Xoom as the 'ultimate tablet'

Motorola: launching Xoom this month with ad campaign
Motorola: launching Xoom this month with ad campaign

Motorola is preparing a multimillion-pound ad campaign for its Xoom tablet device that will claim its superiority over rival products such as Apple's iPad 2.

The activity, which Motorola will roll out across TV, digital and outdoor channels ahead of the launch of the device later this month, highlights the Xoom's features, including its Android 3.0 op-erating system, PC 'lightning' speed, video-calling and Adobe Flash Player support.

Motorola has invested what it said was a 'significant multimillion-pound' sum in the long-term campaign.

'The campaign is to tell consumers not to buy another tablet as a compromise,' said Andrew Morley, vice-president of EMARA (Europe, Middle East, Africa, Russia and Asia) marketing at Motorola.

The TV ads, by Ogilvy, are based on a campaign recently screened in the US. They show a laptop being broken in half and introduce the strapline "Everything a tablet should be". Mindshare has handled the media planning and buying for the campaign.

The Xoom was launched in the US on 24 February and is the first tablet to use Android 3.0, designed specifically for tablets.

The device was named Best Product at the Consumer Electronics show in Las Vegas earlier this year.

Carphone Warehouse and Best Buy will launch the Xoom with 3G priced £599, while Currys and PC World will offer the Wi-Fi version for £499.

The push comes as BlackBerry manufacturer Research In Motion readies the launch of its Playbook tablet, which goes on sale in the US on 19 April, ahead of a UK launch.

When Apple co-founder Steve Jobs unveiled iPad 2 last month, he claimed it would send rival manufacturers "back to the drawing board".

Separately, following the merger of its Western and Eastern Europe marketing departments, Motorola has appointed Marcus Frost, former international marketing director at Motorola, to the new role of European marketing director.

Prior to joining Motorola, Frost was European marketing director of Inchcape and European marketing director at Cable & Wireless. He will report directly to Morley.


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