Campaign of the Week: Motorola Ad Wants You to Skip the Sevens

There’s a lot of buzz surrounding the release of the new iPhone 7. But Motorola thinks it has better options for consumers. The company recently released an ad campaign where it suggests that customers “skip the sevens” and go with a Moto Z with Moto Mods instead. The ad explains why some of its features are superior to those that come with the new iPhones. But how many consumers are likely to appreciate the messaging? We asked 1,000 respondents on September 18-21 about their thoughts on the cell phone market and then tested the new Motorola ad to see if it had any impact.

skip the sevens

Cell Phone Consumers

In Ask Your Target Market’s latest survey, 7% of respondents said they last purchased a cell phone within the past month. 13% have bought a cell phone in the past three months. 25% have bought one within the last year. 22% made their last cell phone purchase roughly one to two years ago. 24% said it’s been more than two years since they last purchased a cell phone. And 9% said they aren’t cell phone consumers.

Overall, 31% of respondents said that they have owned a Motorola phone at some point. But just 9% own one currently. 41% of respondents said they’ve owned Samsung phones, while 31% currently do. 36% have used LG phones, while 20% use them currently. And 23% have used Apple phones in the past, while 25% use them currently.

Skip the Sevens

Just 4% of cell phone consumers said they would be certain or practically certain about choosing Motorola for their next cell phone purchase. And 10% said it would be very probable. Alternatively, 16% said they would be certain or practically certain about choosing Apple for their next cell phone purchase. And 13% said it would be very probable.

Of those who viewed Motorola’s “skip the sevens” ad, 5% said they would be certain or practically certain about choosing Motorola for their next cell phone purchase. And 10% said it would be very probable. Meanwhile, there was no significant change in the probability of consumers choosing Apple for their next phone purchases. Of the consumers who viewed the ad and are at least somewhat likely to purchase a new phone in the next year, 6% said they would be practically certain about choosing Motorola. And 17% said it would be very probable.

Motorola Attributes

In general, respondents described Motorola as a brand that offers value, is made by a trustworthy company, exudes quality, and reflects the kind of person they are. Apple was mainly described as a popular and trendy brand. Those who viewed the Motorola ad campaign were slightly more likely to rate the brand highly in terms of quality. But none of Motorola’s or Apple’s other brand characteristics experienced any significant changes.

Key Takeaways

Motorola’s “skip the sevens” ad, which compares some of its phone’s features with the features of the iPhone 7, didn’t seem to hurt Apple that much. But those who are likely to purchase new cell phones in the next year were noticeably more likely to consider Motorola phones after viewing the ad. So it seems that comparing a new phone to a popular new device like the iPhone 7 could be a good strategy for Motorola and other mobile companies. However, it’s unlikely those results will have any major lasting effects unless those companies continue running similar campaigns with updated features and comparisons as the mobile landscape changes.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Lenovo Moto Z by TechStage under CC BY-ND 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on September 18-21 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.